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U.S. Consumer Best Practices

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Scott Valentine, MBA, CSPO

The U.S. Consumer Best Practices Version 6.0 document outlines guidelines for mobile marketing aimed at standardizing carrier business rules for off-deck services to enhance consumer experience. It details three pricing categories for short code programs: standard rate, premium rate, and free to end user, along with associated guidelines and best practices for each. The document also emphasizes the importance of consumer protection and privacy in the mobile marketing industry.

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U.S. Consumer Best Practices Version 6.0 Publication Date: March 1, 2011 Effective Date: April 1, 2011* *On June 1, 2011 the changes in this document will take effect for all digital advertising formats & message flows. For print, radio, television media advertisements changes in this document will take effect on June 1, 2011.
Table of Contents INTRODUCTION: US CONSUMER BEST PRACTICES ............................................................. 6 PURPOSE: STANDARDIZE, & SIMPLIFY ............................................................................................ 7 SCOPE: STANDARD RATE, PREMIUM RATE, AND FREE TO END USER......................................................... 7 REFERENCES: MMA DOCUMENTS AND LINKS FOR REFERENCE PURPOSES .................................................... 8 RECENT CHANGES ................................................................................................................... 9 CROSS CARRIER STANDARDS ........................................................................................... 11 SECTION 1: STANDARD RATE .................................................................................................... 11 Standard Rate Cross Carrier Guidelines ............................................................................. 11 1.0 General Guidelines ............................................................................................................ 11 1.1 Messaging Frequency Guidelines.......................................................................................... 11 1.2 Guidelines for Advertising Messaging Programs ...................................................................... 12 1.3 Advertising to Children ...................................................................................................... 13 1.4 Viral Marketing ................................................................................................................. 13 1.5 Opt-In ............................................................................................................................ 14 1.6 Program Termination, STOP and Opt Out .............................................................................. 15 1.7 Program Short Code Transfer .............................................................................................. 16 1.8 Customer Care and HELP Guidelines..................................................................................... 16 1.9 Customer Record Maintenance ............................................................................................ 17 1.10 Terms and Conditions ...................................................................................................... 17 1.11 Tobacco & Alcohol Programs ............................................................................................. 18 1.12 Sweepstakes & Contests................................................................................................... 19 Standard Rate Examples.................................................................................................. 20 Opt-In Examples .................................................................................................................... 20 STOP Message Examples ......................................................................................................... 23 HELP Message Examples.......................................................................................................... 24 Change of Short Code Example Messages ................................................................................... 25 Standard Rate Cross Carrier Standards Matrix .................................................................... 26 SECTION 2: PREMIUM RATE ...................................................................................................... 28 Premium Rate Cross Carrier Guidelines.............................................................................. 28 2.0 General Guidelines ............................................................................................................ 28 2.1 Messaging Frequency Guidelines.......................................................................................... 28 2.2 Tobacco & Alcohol Programs ............................................................................................... 28 2.3 Guidelines for Advertising Messaging Programs ...................................................................... 28 2.4 Advertising to Children ...................................................................................................... 29 2.5 Viral Marketing ................................................................................................................. 30 2.6 Opt-In ............................................................................................................................ 30 2.7 Program Termination and Opt Out ....................................................................................... 36 2.8 Customer Care and HELP Guidelines..................................................................................... 38 2.9 Customer Record Maintenance ............................................................................................ 39 2.10 Promotional Content ........................................................................................................ 39 2.11 Sweepstakes & Contests................................................................................................... 40 2.12 Use of ‘Free’ and ‘Bonus’ Terminology ................................................................................. 41 2.13 Terms & Conditions ......................................................................................................... 41 2.14 Bill Face Descriptors ........................................................................................................ 42 2.15 Premium Billing Dispute Resolution .................................................................................... 42 2.16 Affiliate Marketing ........................................................................................................... 42 2.17 Premium WAP Sites ......................................................................................................... 43 2.18 Subscription Programs ..................................................................................................... 44 2.19 Spending Cap Limits – Non Chat Programs .......................................................................... 46 2.20 Chat Programs................................................................................................................ 46 2.21 Charitable Giving ............................................................................................................ 47 Premium Rate Examples .................................................................................................. 48 EXAMPLE: STOP Messages (CCS-EG-02) .................................................................................... 49 EXAMPLE: PREMIUM Rate IVR (Initial Opt In IVR) (CCS-EG-04 )..................................................... 50 EXAMPLE: Premium Rated Double Opt In– Alert Subscription (CCS-EG-05) ...................................... 51 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 2 of 165 © 2011 Mobile Marketing Association
EXAMPLE: Premium Rated Opt In for WAP (CCS-EG-06)................................................................ 52 EXAMPLE: Premium Rated Chat Opt In (CCS-EG-07) .................................................................... 53 EXAMPLE: Billing Renewal Message (CCS-EG-10)......................................................................... 54 EXAMPLE: Bill Face Descriptor by Carrier (CCS – EG-11) ............................................................... 54 Premium Rate Cross Carrier Standards Matrix .................................................................... 55 SECTION 3: FREE TO END USER (FTEU) ...................................................................................... 56 Free to End User Cross Carrier Guidelines .......................................................................... 56 3.0 General Guidelines ............................................................................................................ 56 3.1 Guidelines for Advertising Messaging Programs ...................................................................... 56 3.2 Free To End User Opt In..................................................................................................... 56 3.3 Free to End User Opt Out ................................................................................................... 57 3.4 Terms & Conditions ........................................................................................................... 58 3.5 Free to End User HELP Guidelines ........................................................................................ 58 FTEU Examples............................................................................................................... 60 EXAMPLE: FTEU Single Opt In.................................................................................................. 60 Free to End User Cross Carrier Standards Matrix................................................................. 61 VERIZON .......................................................................................................................... 62 PROVISIONING ..................................................................................................................... 62 Additions to VZW BP Guidelines ................................................................................................ 62 White Label Solutions.............................................................................................................. 67 Single Host ........................................................................................................................... 67 Single Opt-In by Web, IV or Handset ......................................................................................... 67 Double Opt-In by Web, IVR or Handset ...................................................................................... 67 Opt Out (STOP) ..................................................................................................................... 67 Spending Cap Limits ............................................................................................................... 67 Subscriptions Renewal Reminder............................................................................................... 67 Contests and Sweepstakes....................................................................................................... 67 Superseded by VZW - 3 .......................................................................................................... 69 Mobile Giving......................................................................................................................... 69 Peer to Peer Communication .................................................................................................... 69 Superseded by VZW - 01 ........................................................................................................ 69 VZW Examples ............................................................................................................... 71 Compliance Matrix Chart: Initial Opt In (First MT) ........................................................................ 71 Confirmation MT .................................................................................................................... 72 VERIZON CERTIFICATION ......................................................................................................... 72 VERIZON AUDIT .................................................................................................................... 73 SPRINT/NEXTEL ............................................................................................................... 87 PROVISIONING ..................................................................................................................... 87 Supported Campaign Matrix ............................................................................................. 87 Short Code Enablement Process................................................................................................ 88 SPRINT/NEXTEL CERTIFICATION ................................................................................................. 89 SPRINT/NEXTEL AUDIT ........................................................................................................... 90 Compliance Reporting and Audits .............................................................................................. 90 Campaign Violations ............................................................................................................... 90 Content Policy ....................................................................................................................... 90 MDN Recycling Enforcement..................................................................................................... 91 Compliance Monitoring and Enforcement on the Sprint Network ..................................................... 91 Compliance Monitoring Process ................................................................................................. 91 Enforcement Process .............................................................................................................. 94 Q&A Process.......................................................................................................................... 94 Retests ................................................................................................................................. 95 Appeals Process ..................................................................................................................... 95 Penalties............................................................................................................................... 96 Compliance Timelines and Accountability .................................................................................... 96 Appendix A: In-Market Short code Violations & Actions Required .................................................... 99 Appendix B: Standard Rate Short code Violations and Actions Required ......................................... 103 Appendix C: WAP Billing Violations and Actions Required............................................................. 105 Appendix D: Message Flow Short code Violations and Actions Required ......................................... 112 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 3 of 165 © 2011 Mobile Marketing Association
Appendix E: Standard Rate Message Flow Short code Violations and Actions Required...................... 118 Appendix F .......................................................................................................................... 121 T-MOBILE ....................................................................................................................... 125 PROVISIONING ................................................................................................................... 125 Service Advertising ....................................................................................................... 125 Direct Marketing through Messaging ........................................................................................ 126 T-Mobile Trademark Rules ............................................................................................. 127 D2C General Service Guidelines ...................................................................................... 127 Universal Help Command ............................................................................................... 128 Universal STOP command and Confirmation Message ........................................................ 129 Customer Support ........................................................................................................ 130 Short Codes (message routes) ....................................................................................... 130 Short Code Extensions .................................................................................................. 131 General Opt In Guidelines .............................................................................................. 131 Single Opt In ....................................................................................................................... 131 Double Opt In...................................................................................................................... 132 Opt In Methods ............................................................................................................ 132 Single Opt In by Handset....................................................................................................... 132 Double Opt In by Handset...................................................................................................... 132 Opt In by Web ..................................................................................................................... 133 Opt In by Mobile Internet Browser .......................................................................................... 133 Opt In and Opt Out via IVR .................................................................................................... 135 Standard Rated Program Guidelines ................................................................................ 135 One Time Event Non-Recurring ............................................................................................... 135 Recurring Messages – Subscription Services ............................................................................. 135 Premium Rated Program Guidelines ................................................................................ 135 One Time Event Non Recurring ............................................................................................... 136 Recurring Events Billed Per Message ........................................................................................ 136 Recurring Messages Subscription Services ................................................................................ 136 Multiple Subscription Services ................................................................................................ 137 Premium Messaging Chat Guidelines........................................................................................ 137 Match Notification Functionality .............................................................................................. 139 Group/ Community Chat....................................................................................................... 139 Chat Advertising .................................................................................................................. 139 Additional Program Guidelines ........................................................................................ 140 Sweepstakes and Contests..................................................................................................... 140 Interactive TV (iTV) Campaigns .............................................................................................. 140 Promotional Messaging.......................................................................................................... 140 Alternate Billing Methods ....................................................................................................... 140 Charitable Giving Programs .................................................................................................... 140 Viral or Word of Mouth Marketing Campaigns ............................................................................ 141 Free to End User (FTEU) Campaigns ........................................................................................ 141 Download Messaging ..................................................................................................... 141 General Guidelines ............................................................................................................... 141 Device Discovery and Support ................................................................................................ 142 Wap Push for Content Delivery ............................................................................................... 142 WAP Address White Listing – For Binary Content Downloads ........................................................ 142 Billing for Content Delivery and Notification .............................................................................. 143 Premium Download Guidelines ....................................................................................... 143 Premium Download – One Time Event / Non Recurring ............................................................... 143 Premium Download – Recurring Messages/ Subscription Service.................................................. 144 Promotional Download Messaging ........................................................................................... 146 Mobile Internet Browsing – WAP Storefronts ............................................................................. 146 SMS Messages with Embedded URLs ....................................................................................... 146 Applications ................................................................................................................. 146 Testing and Certification ................................................................................................ 147 Service Audits and Compliance ............................................................................................... 147 D2C Examples .............................................................................................................. 148 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 4 of 165 © 2011 Mobile Marketing Association
Correct Short Code Use Examples: Short Codes Section 6.1 ........................................................ 148 Universal HELP Command Example: Section 5.1 ........................................................................ 148 Double Opt-in Example: Section 7.2 ........................................................................................ 149 Std Rate One Time Event Example: Section 8.1 ......................................................................... 149 Std Rate Subscription: Section 8.2 .......................................................................................... 149 Premium One-Time Event Example 1: Premium text to Jumbotron – Section 9.1 ............................. 149 Premium One-Time Even Example 2: Premium text to vote – Section 9.1 ...................................... 150 Premium Recurring Events Billed Per Message: Section 9.2 ......................................................... 150 Premium Recurring Message Subscription Service Example: Section 9.3 ....................................... 150 Premium Chat Example: Section 9.5....................................................................................... 151 Premium One-Time Download Event Example: Section 11.6 ....................................................... 151 Alternative Payment Example: Section 11.6 ............................................................................. 151 Web Initiated Opt-In Example: Section 11.6 ............................................................................. 152 T-MOBILE CERTIFICATION ...................................................................................................... 152 T-MOBILE AUDIT ................................................................................................................ 152 AT&T .............................................................................................................................. 153 PROVISIONING ................................................................................................................... 153 Section............................................................................................................................... 153 AT&T Customer Experience Policy (CEP) for 3rd Party Content Providers......................................... 153 Refund Threshold ................................................................................................................. 153 Premium Rate Program Double Opt-in ..................................................................................... 153 AT&T Confirmation Messages ................................................................................................. 154 AT&T Opt-out Requirements................................................................................................... 154 Subscription Migration Policy .................................................................................................. 154 Additional Subscription Considerations ..................................................................................... 155 Program Price Points ............................................................................................................. 155 Subscription Periods ............................................................................................................. 155 Termination of Subscription Services ....................................................................................... 156 Failed Billing Retry ............................................................................................................... 156 General Advertising Policy for AT&T ......................................................................................... 156 Stacked and Incentive Marketing ............................................................................................ 158 Chat and Social Networks Policy for AT&T ................................................................................. 158 Chat Programs..................................................................................................................... 159 Mobile Quiz Programs ........................................................................................................... 159 Subscription Services Advertising Policy for AT&T ...................................................................... 159 Program Change Approvals .................................................................................................... 159 Inappropriate Content ........................................................................................................... 160 Profanity............................................................................................................................. 160 Drug Use ............................................................................................................................ 160 Sexual Conduct.................................................................................................................... 161 AT&T Naming Conventions and Product Descriptions (DCBO) ............................................. 161 AT&T CERTIFICATION & AUDITS .............................................................................................. 162 Frequency........................................................................................................................... 162 Audit Process....................................................................................................................... 162 Audit Triggers ...................................................................................................................... 163 Audit Script Overview ........................................................................................................... 163 Auditing Pass/Fail ................................................................................................................. 163 Content Provider Responsiveness ............................................................................................ 164 Audit Issues ........................................................................................................................ 164 AT&T Branding..................................................................................................................... 164 Certification ........................................................................................................................ 164 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 5 of 165 © 2011 Mobile Marketing Association
Introduction: US Consumer Best Practices The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 750 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Latin American (LATAM) and Asia Pacific (APAC) branches. As the primary source for mobile marketing information and expertise, the MMA is dedicated to:  Provide an industry forum to work cooperatively to resolve key issues  Unify industry-wide, global and regional work groups that focus on industry initiatives  Provide representation for the mobile marketing industry for major legislative bodies worldwide  Globally share perspectives on mobile marketing for Europe, Asia, Americas, and Africa  Fuel B2B interaction through seminars, conferences and events  Develop metrics to measure ad delivery and consumer response  Develop open and compatible mobile marketing technical and creative standards  Define and publish mobile marketing practices on privacy, ad delivery, ad measurement, etc.  Provide effective guidelines for mobile marketing to advertisers, agencies and consumers  Serve as the key advocate on behalf of the mobile marketing industry The MMA US Consumer Best Practices (CBP) committee focus is on consumer protection and privacy. The CBP committee brings together numerous stakeholders in the mobile ecosystem in an on-going effort to improve the mobile subscriber experience in North America and to create greater operational efficiencies throughout the industry. The Mobile Marketing Association’s (MMA) Consumer Best Practices (CBP) Guidelines, for the United States market, provides a guide to implementing short code programs. Fundamentally, the Cross Carrier section of the guidelines document is a compilation of accepted industry practices, wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. While the MMA CBP committee strives to implement policies that encourage the growth of the off-net industry, the primary focus is on consumer protection and privacy, as industry growth without consumer satisfaction is not sustainable. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 6 of 165 © 2011 Mobile Marketing Association
The US Consumer Best Practices Committee developed these guidelines in collaboration with representatives from the following member companies: 3C Interactive mBlox, Inc. Telcordia Technologies, Inc. 4INFO, Inc. Mobile Messenger Telescope, Inc. AT&T Mobility Motricity Thumbplay Inc. BANGO Neustar, Inc. T-Mobile USA Brightkite OpenMarket Velti Buongiorno Payfone VeriSign, Inc. Cellfish Media LLC. Publicis NA Verizon Wireless Distributive Networks Snackable Media Virgin Mobile USA FOX Mobile Entertainment Sprint-Nextel Wells Fargo Bank Lavalife Mobile Sybase, Inc. At the beginning of each year, the MMA holds an industry forum to solicit feedback on the CBP guidelines from representatives of the Mobile Marketing ecosystem. In January 2011, more than 200 individuals, representing over 120 companies, were in attendance. The industry forum is held annually. To receive information on this event as well as other MMA related events please sign up for the newsletter here: http://mmaglobal.com/resources/newsletter_signup For more information, please contact: Mobile Marketing Association Email: mma@mmaglobal.com www.mmaglobal.com Purpose: Standardize, & Simplify This document attempts to standardize U.S. Carrier business rules for mobile value added services that exist outside of the carrier network (also known as “off-deck” or “off-portal” services). In doing so, the purpose is to continually reduce the number of different rules between carriers to improve the consumer experience. Scope: Standard Rate, Premium Rate, and Free to End User From a pricing perspective, there are three categories of short code programs. This document groups the standards according to these categories:  Standard Rate – The consumer is charged standard messaging fees (per message, or decremented from their messaging bundle) when participating in the program. Premium fees are not charged.  Premium Rate – The consumer is charged premium fees in addition to standard messaging fees applying.  Free to End User (FTEU) – The consumer incurs no charges at all for participating in the program. The carrier waives standard message fees for these programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 7 of 165 © 2011 Mobile Marketing Association
References: MMA documents and links for reference purposes The following documents provide additional sources of information and reference: MMA Code of Conduct http://www.mmaglobal.com/codeofconduct.pdf MMA Glossary of Terms http://www.mmaglobal.com/glossary.pdf MMA Mobile Advertising Guidelines http://www.mmaglobal.com/mobileadvertising.pdf MMA Introduction to Mobile Coupons http://www.mmaglobal.com/mobilecoupons.pdf MMA Introduction to Mobile Search http://www.mmaglobal.com/mobilesearchintro.pdf MMA Mobile Advertising Overview http://www.mmaglobal.com/mobileadoverview.pdf MMA Mobile Applications http://www.mmaglobal.com/mobileapplications.pdf MMA Mobile Marketing Sweepstakes & Promotions Guide http://www.mmaglobal.com/mobilepromotions.pdf MMA Mobile Search Use Cases http://www.mmaglobal.com/mobilesearchusecases.pdf MMA Off Portal - An Introduction to the Market Opportunity http://www.mmaglobal.com/offportal.pdf MMA Short Code Primer http://www.mmaglobal.com/shortcodeprimer.pdf MMA Understanding Mobile Marketing: Technology & Reach http://www.mmaglobal.com/uploads/MMAMobileMarketing102.pdf Mobile Marketing Association Website http://www.mmaglobal.com Telephone Consumer Protection Act http://www.the-dma.org/guidelines/tcpa.shtml TRUSTe http://www.truste.org CAN-SPAM http://www.fcc.gov/cgb/policy/canspam.html Common Short Code Administration http://www.usshortcodes.com COPPA http://www.ftc.gov/ogc/coppa1.htm FTC Guide Concerning Use of the Word “Free” and similar representations site defining ‘free’ www.ftc.gov/bcp/guides/free.htm Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 8 of 165 © 2011 Mobile Marketing Association
Recent Changes Version 6.0 Below is a list of changes modified between version 6.0 of this document and the previous version 5.2 (released on June 1, 2010): Structural Changes  Cross Carrier standards have been separated into stand-alone sections by billing type in order to make the document easier to use.  General Guidelines have been propagated to each individual billing type section to support stand- alone rules for each billing type. Billing type specific guidelines were added to General Guidelines, resulting in renumbering and removal of redundant sections.  All Cross Carrier sections have been re-numbered.  Matrix updates were made for all Cross Carrier sections.  The program approvals section has been removed and the guidelines added to General Guidelines sections.  From the old program approvals section, Section 5.2 for charitable giving has been moved to Premium Guidelines and changed to section 2.21.  Removed certification and audit sections from Cross Carrier Guidelines; there are no guidelines. Content Changes  NEW Standard Rate guidelines were created: o 1.1-2, 1.1-3 Define two types of standard rate programs: Recurring and One-Time Message programs. In the rest of the document, guidelines were modified to clarify when they apply to new or recurring programs or both. o 1.2-7 Allows advertising to use HELP messaging in lieu of providing full customer support information, when it is required. o 1.5-3 Requires handset verification when recurring program opt-in happens from the web or other non-mobile originated source. 1.5-7 Defines required elements for opt-in confirmation messages. o 1.7 Provides requirements when standard rate programs are changing short codes. This o section provides for full consumer transparency and provides the opportunity for opt-out when short code changes are made. o 1.10-6 Requires customer service contact information be included in program Terms and Conditions. o 1.10-7 Requires message frequency be included in the T&Cs.  Standard Rate guidelines were updated: o 1.2-4 thru 1.2-6 Updated required elements in advertising messaging programs, by ad channel (eg. print, tv, radio/audio, web). (Replaces old #1.3-3 thru 1.3-7) o 1.6-6 Allows for a STOP reply MT that tells a user who isn’t subscribed to anything that they aren’t subscribed to anything. This replaces the requirement for a notification that they had been opted out, even if they’d never been opted in. o 1.6-13 Changed automatic opt-out due to inactivity requirement from 6 months to 18 months. (Old #1.7-17) o 1.8-8: Updated guidance on inclusion of “msg&data rates may apply” in HELP messages.  Standard Rate Cross Carrier Examples were added and numbering was removed.  Sprint audit criteria have been updated with new audits (marked in highlights).  Updated version of T-Mobile playbook has been added. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 9 of 165 © 2011 Mobile Marketing Association
 AT&T added to section 2 and 3: Failed Billing Retry, Stacked and Incentive Marketing, and Inappropriate Content. Audit section  Verizon added an updated version of the Premium SMS monitoring and enforcement guide. Version 5.2 Below is a list of changes modified between version 5.2 of this document and the previous version 5.1 released in May 2010: Carrier Specific Sections  Updates to the Sprint section of this document. These updates have been made to accurately reflect the recent updates for this specific operator. Changes, unless otherwise noted, are effective on June 1, 2010. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 10 of 165 © 2011 Mobile Marketing Association
Cross Carrier Standards Section 1: Standard Rate Standard Rate Cross Carrier Guidelines 1.0 General Guidelines Guideline MMA ID 1.0–1 At a minimum, programs (including short code, IVR and WAP sites) should be CCS-01 run in a manner that is congruous with the letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf 1.0-2 At all times, programs must be in accordance with applicable federal and state CCS-02 laws, rules and regulations. 1.0-3 Wireless subscribers have a right to privacy. CCS-07 1.0-4 All content must be available for all audiences. CCS-70 1.0-5 Short codes are approved and provisioned based on the specific program CCS-03 CCS-256 submitted to the aggregator and carrier. 1.0-6 If the content provider wishes to run new, modified, or additional programs on CCS-04 CCS-257 the short code, they must submit the additional program for approval to the aggregator/carrier. 1.0-7 For example, here are some changes and additions that must be submitted for CCS-05 CCS-258 carrier approval (for a comprehensive list, please refer to specific carrier policies):  Addition or modification of sweepstakes to the program  Opt-in/opt-out logic change (not including keywords)  Deviations from Consumer Best Practices  Material change in content 1.0-8 Finally, here are modifications that should trigger a notification to the carrier via CCS-06 CCS-259 the aggregator within five business days:  Content provider care contact information  Brand name changes  Early termination of program 1.0-9 For programs that use MMS, all keywords in this document should be supported CCS-11 via both SMS and MMS. 1.1 Messaging Frequency Guidelines Guideline MMA ID 1.1-1 Content providers must always be cognizant of the number of messages they are CCS-09 sending to participants in their programs to avoid a poor user experience. 1.1-2 A “one-time” message program results in only one message being delivered to CCS-268 the user. 1.1-3 A “recurring” message program results in multiple messages being delivered to CCS-269 the user. This is also called a standard rate subscription program or an alert program. 1.1-4 The information submitted to the carrier for program approval should include the CCS-242 CCS-261 estimated frequency with which end users will receive messages. Note that many standard rate applications will involve event-triggered alert messages, the frequency of which cannot be precisely predetermined. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 11 of 165 © 2011 Mobile Marketing Association
1.2 Guidelines for Advertising Messaging Programs Guideline MMA ID 1.2-1 When promoting programs, content providers should ensure that their CCS-12 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offers and adheres to all state and federal regulations. 1.2-2 Use of the word “free” varies by carrier. However, when there are no fees or CCS-30 charges other than standard messaging and data charges, synonyms (i.e. complimentary, promotional, no charge) are supported by all carriers and must be used with the phrase “Msg & Data Rates may apply”. The communication stating that “Msg&Data Rates May Apply” should be added at the lower third of the commercial or advertisement when “free” appears in the audio or visual. The verbiage around the placement of “Msg&Data Rates May Apply” should be clear and conspicuous on the call to action/promotion/advertising and should NOT be deceptive in any nature nor lead to an indirect subscription of services. Illegible font sizes or presentment (including scrolling or moving graphics) and obscuring of the disclaimer “Msg&Data Rates May Apply” are prohibited. 1.2-3 Program advertising or its placement must not be deceptive about the CCS-93 functionality, features, or content of the underlying program. 1.2-4 Print Advertising must include: CCS-270 a) Additional carrier costs (Msg&Data Rates May Apply) b) A resource (such as a website or phone number) where subscribers can reference all terms and conditions. c) If the program is recurring, instructions on cancelling or opting-out of the service must be included. If the program being advertised is non- recurring, then STOP messaging is not required 1.2-5 Television, Radio and Audio Advertising must include: CCS-271 a) Additional carrier costs (Msg&Data Rates May Apply) 1.2-6 Web Advertising must include: CCS-272 a) Additional carrier costs (Msg&Data Rates May Apply) b) A resource (such as a website or phone number) where subscribers can reference all terms and conditions. c) The frequency of the messaging d) Instructions for obtaining help (HELP) e) If the program is recurring, instructions on cancelling or opting-out of the service must be included. If the program being advertised is non- recurring, then STOP messaging is not required. 1.2-7 Instructions on using the HELP keyword (i.e. Text HELP for help) may be CCS-273 provided in lieu of full customer service contact information in advertising materials. 1.2-8 If space is not available for the full terms and conditions, the location where the CCS-87 full terms and conditions may be accessed without charge to the consumer must be disclosed (e.g. via a website address and/or toll free phone number). Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 12 of 165 © 2011 Mobile Marketing Association
1.3 Advertising to Children The offering of programs that engage children under 13 in the CCS-23.5 promotion/consumption of digital content of any type (including SMS and MMS) imposes important ethical obligations, responsibilities, and sensitivity that all industry participants are expected to uphold. The Consumer Best Practices Guidelines call for all participants in the ecosystem to ensure that their activities and their businesses are consistent with and supportive of the principles listed in this section. Guideline MMA ID 1.3-1 Industry participants must comply with all applicable laws and industry CCS-24 standards that apply to advertising and marketing to children. This includes compliance with the FCC’s Children’s Television Act as it applies to the promotion of commercial websites, the FTC’s Children’s Online Privacy Protection Act (COPPA), FTC advertising regulations, Children’s Advertising Review Unit (CARU) guidelines and various trade organization regulations such as those set forth by the MPAA and ESRB. 1.3-2 All industry participants are also expected to ensure that the products being CCS-25 marketed are appropriate for the intended audience. As such, products that would be considered “mature” or might be considered dangerous or harmful to children (including, for example, alcohol, Rx and OTC medication, household cleaners, etc.) should not be marketed to children. 1.4 Viral Marketing Viral marketing is the communication via text message or other mobile content CCS-13 including ringtones, games and wallpaper by a process in which consumer A receives the message, identifies consumer B whom they believe will be interested in the message, and initiates a process – such as inputting a phone number – by which consumer B will automatically receive the message. Guideline MMA ID 1.4-1 A viral message must disclose to the recipient (consumer B) that the message CCS-16 was forwarded by another consumer (consumer A), as well as the identity of that consumer. 1.4-2 Permitted viral marketing campaigns include those where: The originator CCS-17 (consumer A) is a non-commercial entity and manually intervenes to select a recipient (consumer B) to receive the message, e.g., by inputting the secondary recipient’s mobile phone number (must identify the originator of the message); AND The forwarded message is directed to Consumer B’s mobile telephone number. Note: If Consumer A is sending from the mobile web, Consumer A’s identity must be verified prior to any message being sent from mobile web. 1.4-3 Content providers/aggregators are responsible for ensuring compliance with all CCS-18 applicable state and federal laws regarding commercial text messaging. 1.4-4 Prohibited viral marketing practices include: CCS-19  Forwarding messages automatically via an application (e.g., accessing a consumer’s contact list or address book). 1.4-5  Forwarding Messages to an Internet domain name assigned to a wireless CCS-20 operator for mobile messaging service. 1.4-6  Providing inducements – e.g., payments, discounts, free goods or services – CCS-21 in exchange for a consumer’s agreement to forward a message. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 13 of 165 © 2011 Mobile Marketing Association
1.4-7  Origination of the communication from a commercial source CCS-22 1.4-8  Sending communication to deactivated numbers. CCS-23 1.5 Opt-In Guideline MMA ID 1.5-1 Content providers must obtain opt-in approval from subscribers before sending CCS-08 them any SMS or MMS messages or other content from a short code. 1.5-2 Program flow and information must not be misleading in any way. CCS-104 1.5-3 Recurring standard rate programs require a single opt-in. However, when opt-in CCS-37 occurs via the web or other non-mobile point of origination, the content provider must obtain verification that the subscriber is in possession of the handset being opted-in to the service. 1.5-4 For recurring standard rate programs, subscribers should indicate their CCS-100 willingness to participate in a program and receive messages from the program as follows: 1.5-5 1. Subscriber initiates opt-in to a recurring Standard Rate Program by CCS-101 responding to a call to action (CTA) i.) Subscriber may send a Mobile Originated (MO) message from their handset to the short code. ii.) Subscriber may initiate opt-in from a web interface iii.) Subscriber may initiate opt-in from a WAP interface iv.) Subscriber may initiate opt-in from an IVR system v.) Subscriber may initiate opt-in from a paper-based consent form 2. Program responds with pertinent phone, program, and contact information via a Web/WAP/IVR/handset/paper application-based form. 1.5-6 If web-based opt-in is used for a standard rated campaign the PIN code sent to CCS-102 the subscriber for confirmation may be placed anywhere in the message. For web-based opt-ins, the use of a PIN code, although not required, is suggested to confirm possession of the handset. 1.5-7 After opt-in to a recurring program, a confirmation Mobile Terminating (MT) CCS-274 message must be sent to the subscriber containing, at minimum, the following information: a) Service description b) Additional carrier costs (e.g. Msg&Data Rates May Apply) c) Frequency of messaging d) Customer support information (HELP) e) Opt-Out information (STOP) 1.5-8 This opt-in applies only to the specific program a subscriber is subscribed to and CCS-103 should not be used as a blanket approval to promote other programs, products, and services. However, after the subscriber has been given the complete details about the opt-in scope, the subscriber may opt-in to receive other messages. A content provider may, however, communicate with existing opted-in subscribers through non-premium messages that a) notify subscribers of updates to their existing service or b) are part of a retention program for that particular service. Directions to unsubscribe from these messages must be clearly available with the delivery of each message. 1.5-9 Selling mobile opt-in lists is prohibited. CCS-15 1.5.10 When a subscriber ports his/her telephone number between carriers, he/she is CCS-105 required to re-opt-in to all short code programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 14 of 165 © 2011 Mobile Marketing Association
1.6 Program Termination, STOP and Opt Out Guideline MMA ID 1.6-1 Content providers must offer subscribers the opportunity to cancel the service at CCS-38 anytime. The following rules govern program opt-out: 1.6-2 A subscriber must be able to stop participating and receiving messages from any CCS-40 program by sending STOP to the short code used for that program.  END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for all programs; however, content providers should feature the word STOP in their advertising and messaging.  The opt out keyword STOP sent by the subscriber cannot be case sensitive  The STOP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message.  Short code programs must ignore subsequent non-keyword text included in STOP MOs.  Short codes running MMS programs should handle the STOP keyword correctly, regardless whether the subscriber sends the keyword via MMS or SMS.  When sent, these words cancel the subscriber’s previous opt-in for messaging. 1.6-3 If the subscriber is participating in multiple programs on the short code, there CCS-41 are two options for the content provider when a subscriber sends an opt-out request: 1) The content provider sends a menu of the programs the subscriber is subscribed to and the subscriber has the responsibility to reply with the specific keyword to the specific program they would like to be opted out of. To ensure subscribers also have a way to opt-out of all programs within this menu, STOP ALL must be added to the menu choices. The stop menu message does NOT need to contain i) “Msg&Data Rates May Apply” ii) Sponsor contact information. 2) Or if the subscriber sent STOP or STOP ALL to the short code, they are opted- out of all programs they were enrolled in on that short code. 1.6-4 When STOP, or any of the opt-out keywords above, is sent to a program, the CCS-50 program must respond with an MT message, whether or not the subscriber is subscribed to the program. 1.6-5 When the user is subscribed to a recurring program, an MT message confirming CCS-48 the opt-out should be sent to the subscriber. This should not be a premium message. This message should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs. 1.6-6 When the user is not currently subscribed to a recurring program, or the CCS-275 program is one-time program where the subscriber will not receive additional messages, then an MT message may be sent that only confirms that the user is not subscribed to any programs on this short code and indicates that no further messages will be sent. 1.6-7 This STOP command functionality requirement applies to all programs, including CCS-43 one-time use programs where the subscriber will not receive additional messages. This is to avoid subscriber confusion around the use of the STOP command. 1.6-8 The STOP command should never result in an error being sent back to the CCS-44 subscriber. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 15 of 165 © 2011 Mobile Marketing Association
1.6-9 For recurring programs, directions on how to unsubscribe from the program CCS-08 should be included in program messaging on a regular basis. 1.6-10 Any IVR system that offers the possibility to opt-in to a mobile service must also CCS-49 offer the possibility to opt-out. This should be available through the IVR, customer service, a web site, or SMS. 1.6-11 The content provider must record and store all opt-out transactions. CCS-52 1.6-12 If a user is inactive (no program MTs or MOs exchanged) in any recurring CCS-106 message program for eighteen months, the opt-in should expire. At that time, it is permissible to send the subscriber one final MT message notifying them that his/her username and other subscription information will be deleted from the program. No messages to the subscriber after the expiration are permitted unless the subscriber re-opts-in to the program. 1.7 Program Short Code Transfer Guideline MMA ID 1.7-1 A subscriber to a recurring program may be transferred to a new short code CCS-277 without a new opt-in, as long as the content and purpose of the alerts remain the same as what the subscriber opted-in to receive and the content provider has not changed. Under these circumstances, the following notifications must be provided: 1.7-2 The subscriber must receive notice on the short code they originally opted CCS-278 into that the program will be moving to a new short code. This message must include instructions on how to opt-out of the program. This should be the last message sent by the program on the old short code. 1.7-3 When the program initiates on the new short code, the first alert the CCS-279 subscriber receives must remind subscribers of the short code change and include instructions on how to opt-out of the program. 1.7-4 Any alert list transferred or sold to a new content provider for the purposes of CCS-280 remarketing is considered SPAM and is grounds for short code de-provisioning. 1.8 Customer Care and HELP Guidelines Guideline MMA ID 1.8-1 Help messaging commands, phone numbers, URL’s, and email addresses should CCS-53 result in the subscriber receiving help with his issue. Dead ends that do not provide a manner in which the subscriber may resolve his issue are not acceptable. 1.8-2 A subscriber can receive help information by sending the word HELP to any CCS-68 program. The HELP keyword should work on all short code programs. HLP is optional for HELP, but not required.  The HELP keyword sent by the consumer cannot be case sensitive  For short codes running MMS programs, a help response should be returned whether the subscriber sends in HELP to the short code via MMS or SMS  The HELP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 1.8-3 To help subscribers understand their participation, each program should respond CCS-57.5 with the program details listed below when the subscriber sends the keyword HELP to the program short code. 1.8-4  Identity of program sponsor—This is defined as the program name, company CCS-58 name, or brand associated with the campaign. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 16 of 165 © 2011 Mobile Marketing Association
1.8-5  Customer support info — Either a toll-free number or Web address, or e-mail CCS-59 address 1.8-6  Service description of program — For example, Fun Stuff Chat. CCS-60 1.8-7  Opt-out information CCS-62 1.8-8 If the short code has multiple programs (keywords) on the same short code, the CCS-55 application should respond in one of two ways: 1) If the subscriber has opted in to only one program, the application should supply the information for the program the subscriber is opted-in to. 2) If the subscriber has opted-in to multiple programs, the application should present a multiple-choice question asking the subscriber what program they would like help on. The first help menu does NOT need to include: “Msg&Data Rates May Apply”, STOP, Or Sponsor Contact Information The menu should contain a question asking what the subscriber seeks help with and a list of options for the user to get help on. Once the user has identified the program they want help with, the appropriate help information must be in the subsequent MT. 1.8-9 When HELP is sent to a program, the program must respond with an MT CCS-281 message, whether or not the subscriber is subscribed to the program, and whether the program is a subscription program or not. HELP must always result in a response. 1.8-10 Subscribers must be able to reach customer service through the IVR for CCS-67 assistance with the IVR mobile program. 1.8-11 Should there be multiple programs running on the short code, the subscriber can CCS-65 be directed to a Web site, WAP site, or toll-free number that provides a better customer care experience, as long as basic information about the program is in the help reply message. A help menu is preferred over sending the consumer to these places for help. The help menu content descriptions are outlined above. 1.9 Customer Record Maintenance Guideline MMA ID 1.9-1 To the extent that carriers supply deactivation and recycled number information, CCS-69 content providers and aggregators are required to have appropriate and effective systems and processes for managing deactivation and recycled number information. These systems and processes should be designed to ensure that mobile content programs subscribed to by previous holders of a specific phone number do not continue to be delivered or billed to a subsequent holder of that number when it is reassigned. Content providers and aggregators should process deactivation information within three business days of receipt. 19-2 Independent of method of entry (SMS, MMS, Web, WAP, IVR) opt-in and opt-out CCS-107 records - including single, double and triple opt-in records – should be retained from the time the subscriber opts-in until a minimum of six months after the subscriber has opted-out of the program (minimum opt-in archiving period is one calendar year). These records should be made available to the aggregator or carrier upon request. 1.9-3 The content provider is responsible for tracking program opt-in information by CCS-123 subscriber. 1.10 Terms and Conditions Guideline MMA ID 1.10-1 Terms and Conditions at a minimum must contain the following: Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 17 of 165 © 2011 Mobile Marketing Association
1.10-2  STOP instructions in BOLD lettering CCS-82 1.10-3  HELP instructions in BOLD lettering CCS-83 1.10-4  Program sponsor information, defined as the program name, company CCS-84 name, or brand associated with the campaign 1.10-5  For standard rate programs: “Msg&Data Rates May Apply”. The text CCS-85 “standard rates may apply” is no longer being used. To better inform consumers that message and data changes may be applicable the new terminology above has been adopted. Different forms of the above text include: Message and Data Rates May Apply, Msg&data rates may apply, Msg&data rates may apply. 1.10-6  Customer Service Contact Information: either a toll-free number, a web CCS-282 submission form or an email address. 1.10-7  Guidance on the frequency with which the subscriber may expect to receive CCS-240 messages for the duration of the program. Note that for many applications, this cannot be precisely predetermined by the content provider. In this case, the guidance should relate to the expected message frequency under normal circumstances. 1.10-9 All material terms and conditions of the program should be clearly CCS-88 communicated. 1.10-10 Carrier compatibility - clearly and conspicuously disclose that content is not CCS-90 available on all carriers, as applicable. Include list of supported carrier names whilst excluding all other carrier names. 1.10-11 If the content provider offers multiple services, separate T&C’s per service CCS-91 should be provided instead of generic T&C’s that cover all offered services. 1.10-12 If a checkbox is used to indicate a consumers’ acceptance of the terms and CCS-89 conditions, it is not permissible for the checkbox to be pre-checked. 1.11 Tobacco & Alcohol Programs Guideline MMA ID 1.11-1 Soft alcohol marketing is generally allowed. Soft alcohol is defined as beer and CCS-71 wine. 1.11-2 Hard alcohol programs should only be marketed in locations that have age CCS-72 verification (bars, nightclubs). 1.11-3 Alcohol marketing should not directly promote the use of or consumption of CCS-73 alcohol. 1.11-4 Any reference to the abuse of alcohol, drugs, tobacco or other controlled CCS-74 substances is strictly prohibited. This includes verbal and non-verbal actions in which a person could conclude that promotion of drug use is intended. 1.11-5 Tobacco companies engaging in promotional mobile marketing programs, CCS-75 defined as programs that DO NOT directly advocate or promote the use or consumption of tobacco, must maintain their commitment to responsible marketing via age verification practices compatible with mobile program opt-in methods. 1.11-6 Any program brief submitted for carrier approval on behalf of a tobacco brand CCS-76 must illustrate the integration of electronic age verification methods (use of third party vendors to confirm legal age and identity) into the program opt-in process. 1.11-7 Program opt-in is only completed once the mobile subscriber has been verified CCS-77 as an adult tobacco consumer. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 18 of 165 © 2011 Mobile Marketing Association
1.12 Sweepstakes & Contests Sweepstakes and contests, including those conducted on the mobile platform, CCS-94 are among the most regulated of marketing tactics. Mobile Sweepstakes and Contests definitions: CCS-95 Sweepstakes - A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed. Contest - A contest is a promotional mechanism that includes a prize, and a game of skill. Consideration is allowed, but there cannot be any element of chance. Lottery - A lottery is a game that includes a prize, a game of chance, and consideration. Federal legislation and State laws govern (and disallow) all lotteries for promotional purposes. Consideration - Although the definition of consideration varies from state to state, generally, consideration means that a willing participant is required to purchase something or pay for access to be eligible to enter a game. Guideline MMA ID 1.12-1 Consideration may be monetary or non-monetary (an example of non- CCS-96 monetary consideration is a sweepstakes where the participant is required to provide detailed consumer information to be eligible). 1.12-2 All sweepstakes must offer a free Alternative Method Of Entry (AMOE). Allowing CCS-97 participants to enter via mail, internet, fax or Interactive Voice Recognition (IVR) via a toll free number are all forms of AMOE, but are not the only forms of free AMOE. 1.12-3 Anyone running a sweepstakes should seek legal guidance when drawing up CCS-98 rules. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 19 of 165 © 2011 Mobile Marketing Association
Standard Rate Examples Cross Carrier Examples: Legend Opt-In Examples Standard Rate Single Opt In – Recurring Alert Subscription Call to Action: The following is advertised: Program sponsor  Upmobile Ski Alerts! Service Description  Send us the resort name, we'll send you the snow conditions. Txt 'Mammoth' to 12345 to receive ongoing alerts for Mammoth resort. Frequency of Messaging  Get 10 msgs/month. Customer Support Info  Text HELP for help. Opt Out Info  To stop text STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Terms & Conditions  T&Cs avail at www.mammoth.com/mobile. Step 1: User responds to Call to Action and sends an MO “Mammoth” Step 2: Confirmation MT User receives the following MT Message: Service description Welcome to Upmobile: Mammoth Ski Alerts! Additional carrier costs Msg&Data Rates May Apply. Frequency of messaging Get 2 msgs/week. Customer Support Info  Reply HELP for help. Opt Out Info  Reply STOP to cancel. Step 3: Alert MT User receives the following MT Message: Alert  UpMobile: Mammoth Ski Alert @ 5pm PST! 12" of fresh powder fell! Roadways are open with light traffic. Step 4: Renewal Reminder User receives the following MT Message: Service description REMINDER: Subscribed to Upmobile: Mammoth Ski Alerts! No Charge, but Msg&Data Rates May Additional carrier costs Apply. Customer Support Info  Reply HELP for help Opt Out Info  Reply STOP to cancel. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 20 of 165 © 2011 Mobile Marketing Association
Standard Rate Single Opt In – One Time Message Call to Action: The following is advertised: Program sponsor  Upmobile Ski Alerts! Service Description  Send us the resort name, we'll send you the snow conditions. Txt 'Mammoth' to 12345 to receive an alert for Mammoth Resort. Additional Carrier Costs  Msg&Data Rates May Apply. Terms & Conditions  T&Cs avail at www.mammoth.com/mobile. User responds to Call to Action and sends an MO Step 1: “Mammoth” Step 2: Alert MT User receives the following MT Message: Program sponsor  UpMobile / Mammoth Mountain: Content 12" of fresh powder fell! Roadways are open with light traffic. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 21 of 165 © 2011 Mobile Marketing Association
Standard Rate IVR Opt In Call to Action The following is advertised: Program sponsor  WOD: Weather on Demand. Service Description  Call 888-222-2222 to get current weather for your area sent to your phone. Dial 0 for help. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to User calls 888-222-2222 [Mobile subscriber calls and is Call to Action prompted to select SMS to phone] Step 2: Mobile Content MT User receives the following MT Message: Mobile Content  WOD: Partly sunny with chance of showers in late afternoon. Highs in the 70 during the day, and 62 at night. Reply HELP for Help. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 22 of 165 © 2011 Mobile Marketing Association
STOP Message Examples Stop (Single Service) User receives the following Mobile Terminating (MT) Message: Program sponsor  Farm League Baseball Alerts. Discontinuation of Service  You have opted out. You will not receive additional messages. Customer Support Info  Questions, Contact: flb.com/help Stop (Multiple Services) Step 1: User sends STOP Mobile Originating (MO) Msg Step 2: Help menu MT response to a STOP MO from a user Program sponsor  Farm League Baseball: which service to stop? STOP ALL  STOP ALL or Option A  For Sports Reply STOP SPORT to cancel Option B  For Horo Reply STOP HORO to cancel Step 3: User responds STOP SPORT. Program sponsor  You will receive no more messages from Farm League Baseball: Sports service. Discontinuation of Service  You have cancelled the service. Customer Support Info  Contact: flb.com/help or 800- 888-8888. Step 4: User responds STOP HORO. Program sponsor  You will receive no more messages from Farm League Baseball: horoscope service. Discontinuation of Service  You have cancelled services Customer Support Info  Contact: flb.com/help or 800- 888-8888. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 23 of 165 © 2011 Mobile Marketing Association
HELP Message Examples HELP Message, Single Service Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help MT response: Program sponsor  Farm Baseball Alerts! Service Description  Text us your zip, we send local game day weather. Additional Carrier Costs  Msg&Data Rates May Apply. Frequency of Messaging  4 msgs/mo Customer Support Info  Contact: flb.com/help or 800 888-8888. Opt Out Info  Reply STOP to cancel. Help Message, Multiple Services Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help menu MT response to a HELP MO from a user Program sponsor  Farm Baseball: which service would you like help on? Option A  For Sports Reply HELP SPORT Option B  for help. For Horo Reply HELP HORO for help Step 3: User responds HELP SPORT. Step 4: User responds HELP Help menu MT response is: HORO. Help menu MT response is: Program sponsor  Farm Sports service: Program sponsor  Farm Horoscope svc: Service Description  Txt us your zip, we send local Service Description  Txt us your bday, we send ur Additional Carrier Costs  Msg&Data Rates May Apply. horoscope Frequency of Messaging  Get 4 msgs/month. Additional Carrier Costs  Msg&Data Rates May Apply. Customer Support Info  Contact: flb.com/help or 800- Frequency of Messaging  4 msgs/mo 888-8888. Customer Support Info  Contact: flb.com/help or Opt Out Info  Reply STOP to cancel. 800-888-8888. Opt Out Info  Reply STOP to cancel. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 24 of 165 © 2011 Mobile Marketing Association
Change of Short Code Example Messages Last Alert on Old Short Code User receives the following Mobile Terminating (MT) Message: Program sponsor  Farm League Baseball Alerts Change to new code  are moving to short code 12345. Future alerts will come from that code. Reply STOP to cancel receiving Farm Opt-Out Information  League Baseball Alerts. First Alert on New Short Code User receives the following Mobile Terminating (MT) Message: Program sponsor  Farm League Baseball Alerts. Notification of new code  will now be delivered on short code 12345. Opt-Out Info  Reply STOP to cancel receiving Farm League Baseball Alerts. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 25 of 165 © 2011 Mobile Marketing Association
Standard Rate Cross Carrier Standards Matrix This matrix is designed to give a high level overview of the standard rate programs allowed, by Carrier. These programs must comply with the CBP Guidelines and are still subject to review and approval by the Carrier. Y = Allowed N/A = Not Available N = Not Allowed CBC = Case by Case Basis General Requirements Requirement Frequency AT&T Sprint T-Mobile Verizon Recurring or Single Opt-In One Time Y Y Y1 Y Recurring or Handset verification for web opt-in One Time Y Y Y Y Recurring or IVR Opt-in One Time Y CBC Y N Recurring or WAP Single Opt-in One Time Y N Y Y Recurring or HELP/STOP Requirement One Time Y Y Y Y Recurring or Suggestive Images One Time N N N Y Recurring or Msg&Data Rates May Apply in advertising One Time Y Y Y Y 1 T-Mobile requires double opt-in for Web-based opt-in. Standard Rate Service Types Requirement Frequency AT&T Sprint T-Mobile Verizon Recurring or Alerts One Time Y Y Y Y Recurring or Chat One Time Y Y Y Y Contests One Time Y Y Y Y Recurring or Emergency Alerts One Time N CBC CBC CBC Peer to Peer Gifting One Time CBC CBC N CBC Recurring or Mobile Banking Alerts One Time Y Y CBC Y Recurring or Mobile Banking Transactions One Time CBC CBC CBC CBC Mobile Content (Ringtones, Wallpapers, Recurring or Games) One Time Y Y Y Y1 Recurring or Mobile Coupons One Time Y Y Y Y Sweepstakes One Time Y Y Y Y Text to Screen One Time Y Y Y Y User Generated Content One Time Y Y Y Y Viral marketing One Time Y Y CBC Y Recurring or Voting/Polling/Trivia One Time Y Y Y Y 1 MMS Only, Games not allowed. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 26 of 165 © 2011 Mobile Marketing Association
Functional Capabilities Requirement AT&T Sprint T-Mobile Verizon Concatenated Messages Y CBC Y Y Short Code Extension/Suffixing CBC CBC CBC CBC Delivery Receipts Y N Y Y Device Discovery Y Y Y Y WAP Push Y N Y N WAP Link Y Y Y N Deep Linking (to On Portal) Y Y Y CBC App Download (Off Portal) Y Y Y N App Download (On Portal) Y CBC N CBC Wake Up (App Directed ) Y CBC CBC CBC MMS Y Y Y Y Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 27 of 165 © 2011 Mobile Marketing Association
Section 2: Premium Rate Premium Rate Cross Carrier Guidelines 2.0 General Guidelines Guideline MMA ID 2.0 Many standard rate guidelines apply to premium rate programs. CCS-.05 2.0–1 At a minimum, programs (including short code, IVR and WAP sites) should be CCS-01 run in a manner that is congruous with the letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf 2.0-2 At all times, programs must be in accordance with applicable federal and state CCS-02 laws, rules and regulations. 2.0-4 Wireless subscribers have a right to privacy. CCS-07 2.0-5 All content must be available for all audiences. CCS-70 2.0-6 STOP and HELP keywords must work in the native language of the program. In CCS-268 a non-English campaign, the English keyword must not return an error message. 2.1 Messaging Frequency Guidelines Guideline MMA ID 2.1-1 Content providers must always be cognizant of the number of messages they are CCS-09 sending to participants in their programs to avoid a poor user experience. 2.2 Tobacco & Alcohol Programs Guideline MMA ID 2.2-1 Soft alcohol marketing is generally allowed. Soft alcohol is defined as beer and CCS-71 wine. 2.2-2 Hard alcohol programs should only be marketed in locations that have age CCS-72 verification (bars, nightclubs). 2.2-3 Alcohol marketing should not directly promote the use of or consumption of CCS-73 alcohol. 2.2-4 Any reference to the abuse of alcohol, drugs, tobacco or other controlled CCS-74 substances is strictly prohibited. This includes verbal and non-verbal actions in which a person could conclude that promotion of drug use is intended. 2.3 Guidelines for Advertising Messaging Programs Guideline MMA ID 2.3-1 When promoting programs, content providers should ensure that their CCS-12 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offers and adheres to all state and federal regulations. 2.3-2 Use of the word “free” varies by carrier. However, when there are no fees or CCS-30 charges other than standard messaging and data charges, synonyms (i.e. complimentary, promotional, no charge) are supported by all carriers and must be used with the phrase “Msg & Data Rates may apply”. The communication stating that “Msg&Data Rates May Apply” should be added at the lower third of the commercial or advertisement when “free” appears in the audio or visual. The verbiage around the placement of “Msg&Data Rates May Apply” should be clear and conspicuous on the call to action/promotion/advertising and should NOT be deceptive in any nature nor lead to an indirect subscription of services. Illegible font sizes or presentment (including scrolling or moving graphics) and Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 28 of 165 © 2011 Mobile Marketing Association
obscuring of the disclaimer “Msg&Data Rates May Apply” are prohibited. 2.3-3 All advertising must clearly disclose in the audio and visual that you must be 18 CCS-31 years or older or have permission from a parent or guardian to participate. 2.3-4 All advertising must clearly disclose the subscription term, billing interval and CCS-32 information on how the charges will be applied (i.e., that the charges will be billed on the customer’s wireless phone bill or deducted from the customer’s prepaid balance). 2.3-5 All advertising must clearly disclose all methods of canceling the service. CCS-33 2.3-6 Advertising must include a resource (such as a website or phone number) where CCS-34 subscribers can reference all terms and conditions. 2.3-7 All advertising and promotional material should clearly display the opt-out CCS-92 information. 2.3-8 Program advertising or its placement should not be deceptive about the CCS-93 functionality, features, or content of the underlying program. 2.3-9 When promoting programs, content providers should ensure that their CCS-108.5 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offer and adheres to all state and federal regulations. All rules delineated below also apply to any affiliate marketing sites used to promote the service with the exception of web carrier-select jump pages. Guidelines specific to carrier-select jump pages can be found in the Affiliate Marketing Web-based Carrier Select Page section. 2.3-10 If a checkbox is used to indicate a consumers’ acceptance of the terms and CCS-89 conditions, it is not permissible for the checkbox to be pre-checked. 2.4 Advertising to Children Guideline MMA ID 2.4-1 The offering of programs that engage children under 13 in the CCS-23.5 promotion/consumption of digital content of any type (including SMS and MMS) imposes important ethical obligations, responsibilities, and sensitivity that all industry participants are expected to uphold. The Consumer Best Practices Guidelines call for all participants in the ecosystem to ensure that their activities and their businesses are consistent with and supportive of the principles listed in this section. 2.4-2 All industry participants are expected to comply with all applicable laws and CCS-24 industry standards that apply to advertising and marketing to children. This includes compliance with the FCC’s Children’s Television Act as it applies to the promotion of commercial websites, the FTC’s Children’s Online Privacy Protection Act (COPPA), FTC advertising regulations, Children’s Advertising Review Unit (CARU) guidelines and various trade organization regulations such as those set forth by the MPAA and ESRB. 2.4-3 All industry participants are also expected to ensure that the products being CCS-25 marketed are appropriate for the intended audience. As such, products that would be considered “mature” or might be considered dangerous or harmful to children (including, for example, alcohol, Rx and OTC medication, household cleaners, etc.) should not be marketed to children. 2.4-4 Marketing should not contain language that minimizes the price of a product or CCS-26 service (such as “only” or “just”). 2.4-5 Advertisements should not contain language that exhorts children to buy or CCS-27 obtain a product or service. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 29 of 165 © 2011 Mobile Marketing Association
2.4-6 Advertisements should not contain language that conveys a sense of urgency CCS-28 about an offer or service that does not expire. 2.4-7 Advertising must contain clear disclaimers in the audio and visual explaining, the CCS-29 cost of premium or other fees. 2.5 Viral Marketing Viral marketing is the communication via text message or other mobile content CCS-13 including ringtones, games and wallpaper by a process in which consumer A receives the message, identifies consumer B who they believe will be interested in the message, and initiates a process – such as inputting a phone number – by which consumer B automatically receives the message. Guideline MMA ID 2.5-1 A viral message must disclose to the recipient (consumer B) that the message CCS-16 was forwarded by another consumer (consumer A), as well as the identity of that consumer. 2.5-2 Permitted viral marketing campaigns include those where: The originator CCS-17 (consumer A) is a non-commercial entity and manually intervenes to select a recipient (consumer B) to receive the message, e.g., by inputting the secondary recipient’s mobile phone number (must identify the originator of the message); AND The forwarded message is directed to Consumer B’s mobile telephone number. Note: If Consumer A is sending from the mobile web, Consumer A’s identity must be verified prior to any message being sent from mobile web. 2.5-3 Some states have additional restrictions or flat prohibitions on commercial text CCS-18 messages. Before initiating any viral campaign, it is important to review the applicable state laws. Content providers/aggregators are responsible for ensuring compliance with all applicable laws. 2.5-4 Prohibited viral marketing practices include: CCS-19  Messages forwarded by automatic means generally by means of an application, e.g., accessing a consumer’s contact list or address book. 2.5-5  Messages forwarded to an Internet domain name assigned to a wireless CCS-20 operator for mobile messaging service. 2.5-6  Providing inducements – e.g., payments, discounts, free goods or services – CCS-21 in exchange for a consumer’s agreement to forward a message. 2.5-7  Origination is from commercial source CCS-22 2.5-8  Sending to deactivated numbers. CCS-23 2.6 Opt-In Guideline MMA ID 2.6-1 Content providers must obtain approval from subscribers before sending them CCS-08 commercial SMS or MMS messages and other content. 2.6-2 When keywords (such as YES or STOP) are referenced in this document, use of CCS-10 other languages is optional depending on the target demographic for the program. 2.6-3 For programs that use MMS, all keywords in this document should be supported CCS-11 via both SMS and MMS. 2.6-4 Regardless of type, the goal of any opt-in is to clearly communicate to the CCS-37 subscriber the financial obligation they are about to incur by entering the program. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 30 of 165 © 2011 Mobile Marketing Association
2.6-5 Upon entering a program, the subscriber must be told how to opt-out of the CCS-39 program. 2.6-6 Beyond violating the subscriber opt-in policy, sending messages to third-party CCS-14 lists is not an effective interactive mobile marketing tactic. 2.6-7 Selling mobile opt-in lists is prohibited CCS-15 2.6-8 When a subscriber ports his/her telephone number between carriers, he/she CCS-105 should be required to re-opt-in to all short code programs. 2.6-9 Tobacco companies engaging in promotional mobile marketing programs, CCS-75 defined as programs that DO NOT directly advocate or promote the use or consumption of tobacco, must maintain their commitment to responsible marketing via age verification practices compatible with mobile program opt-in methods. 2.6-10 Any program brief submitted for carrier approval on behalf of a tobacco brand CCS-76 must illustrate the integration of electronic age verification methods (use of third party vendors to confirm legal age and identity) into the program opt-in process. 2.6-11 Program opt-in is only completed once the mobile subscriber has been verified CCS-77 as an adult tobacco consumer. 2.6.1 Premium Rate Double Opt In via SMS Guideline MMA ID 2.6.1-1 Premium rate programs require double opt-in CCS-37 2.6.1-2 Premium subscribers must positively acknowledge the acceptance of a CCS-120 premium charge before premium charges are applied to their account. 2.6.1-3 Content providers must provide the following information to users before CCS-36 applying any premium charges:  The costs and conditions of the service  How to cancel the service  Where to find all the terms and conditions (website and/or toll free number) Sample Language: Msg&Data Rates May Apply. Call 888-888-8888/Text Help to XXX/www.XXX.com for terms. You will be charged $X.XX. Call 888-888-8888/Text HELP to XXX.www.XXX.com for terms. Msg&Data Rates May Apply. Call 888-888-8888/Text HELP to XXX/www.XXX.com for terms. [Disclose additional charges in message chain] “You must be 18 or older or have a parent or guardian’s permission before downloading.” “Call 888-888-8888 or text STOP to cancel.” 2.6.1-4 The first time a subscriber participates in any premium program, they should CCS-121 be required to double opt-in. This requirement should apply to the first time a subscriber tries a specific program on a specific short code and is subject to specific carrier guidelines. 2.6.1-5 Separate programs, even if they are offered on the same short code, require a CCS-122 separate double opt-in. 2.6.1-6 If a match notification service is offered as part of a chat program, and the CCS-214 service generates premium charges, an additional opt-in should be obtained from the subscriber for this service. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 31 of 165 © 2011 Mobile Marketing Association
2.6.1-7 There are three mechanisms for acceptable opt-in activity: Web-based, IVR, CCS-124 and handset-based. In all instances, however, the subscriber must take affirmative action to signify acceptance of the program criteria, and the content provider or aggregator should record and store the acceptance (i.e. the IVR system must store the opt-in). While there are different methods of subscriber opt-in and many ways to say the same thing, the basic tenet should be that all of the required information listed above is delivered to the subscriber in a clear and unambiguous manner. 2.6.1-8 Within the double opt-in flow, the following information (at a minimum) must CCS-125.5 be provided to the subscriber: 2.6.1-9  Identity of program sponsor—Defined as the program name, company CCS-125 name or brand associated with the campaign. 2.6.1-10  Contact details for the program sponsor— Either a toll free number, HELP CCS-126 via text message or a website address. 2.6.1-11  Short description of program—For example, Fun Stuff Premium Chat. CCS-127 2.6.1-12  Pricing terms for the program—For example, $0.99 per mobile originated CCS-128 message; $3.99 per month. 2.6.1-13  Opt-out information. Opt-out information does not need to be in the initial CCS-129 PIN (or Reply Y) MT message.  In replacement of STOP, HELP must be included in the initial PIN (Or Reply Y) MT message. 2.6.1-14 Examples of affirmative double opt-in responses include these: YES, Y, GO, CCS-130 OKAY, OK, K, O.K., SURE, YEP, YEAH 2.6.1-15 Content providers should not redirect subscribers from one type of program CCS-146 (i.e. Ringtone subscription) to another type of program (i.e. Horoscope alert subscriptions) due to handset or account limitations. The two offers cited above are materially different and should be treated as such in all advertising and promotion. 2.6.1-16 In all materials (advertising, opt in, terms and conditions) the price must be in CCS-263 numerical format including the “$” sign. 2.6.2 Premium Rate Double Opt In from Internet-MIN and PIN Entry Page Guideline MMA ID 2.6.2-1 Many consumers prefer to provision and interact with SMS programs using CCS-264 the Internet. Initial opt in may be performed at the content provider hosted web MIN entry page. MIN and PIN entry pages must only be controlled by content providers. 2.6.2-2 If the second opt-in is from the Internet, the content provider must positively CCS-131 confirm that the authorized subscriber is acknowledging the opt-in. This can be done by the user inputting on the website a PIN code sent via an MT message to the mobile phone number that the consumer has provided on the website (“PIN Confirmation Message”), or by the consumer responding via an MO message, such as replying Y or YES, to an MT message that is sent to the mobile phone number the consumer has provided. 2.6.2-3 This PIN message must also include program pricing and terms. CCS-132 2.6.2-4 For premium campaigns the PIN code, or “reply Yes” type text, must be after CCS-133 the program pricing information. 2.6.2-5 In addition, the content provider should use this channel to provide more CCS-134 detailed information about the program. Regardless of the web opt-in details, the goal is that the entire terms of the offer must be clear to the subscriber through the process. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 32 of 165 © 2011 Mobile Marketing Association
2.6.2-6 The following guidelines apply to MIN and PIN entry pages: CCS-265  The price must: o be within a 125-pixel range of the MIN entry field with no other text in between except text related to pricing. No marketing. No cross-sell or up-sell. Nothing distractive from pricing. (Sprint/Nextel individual carrier rules apply) o be at least size 16px/1em (Sprint/Nextel individual carrier rules apply) o have a color contrast of 125 (Sprint/Nextel individual carrier rules apply) o be in numerical format including the “$” sign. o The total price must be shown as it will appear on the customer’s bill. o The price and term must not contain any other text besides the price and term. See example CCS-EG-11.  Disclosure of actual product/service, quantity, whether it is a subscription service and renewal term must be present as part of the main offer;  There must not be unapproved or inappropriate content on the page as defined by individual carriers.  Display only carrier logos distributed from or approved by carriers;  The word ‘free’ must not be used inappropriately as per CCS-119  When using a checkbox, no pre-checked T&Cs boxes are allowed. Pre-checked boxes are allowed by all carriers except Sprint when differentiating between different premium offers (i.e. subscription at $9.99 or single purchase at $2.99); There must be a link to the privacy policy on the MIN entry or PIN entry page or both.  Indication that games/applications are not available for specific carriers, as applicable  Do not promote binary programs for non-binary carriers *Mobile Web and Premium WAP deck will not allow pixel measurement, Carrier specific rules apply here. 2.6.2-7 The following guidelines apply to the Terms and Conditions on the MIN and CCS-266 PIN entry pages:  Wording should be identical if both pages are used in the purchase flow  Website MIN and PIN entry pages must display at least the first three lines above the fold of the screen as viewed on a 1024x768 resolution monitor. If the full terms of service are not displayed, then there must be a link to them as part of the summary T&Cs. (Some carriers/audit agencies measure 1024 x 632 pixels within the browser to equal resolution of 1024x768” using the Firefox web browser.)  Information must apply to the specific product(s) being sold.  Carrier compatibility should be stated  If not all content is compatible with all handsets, that should be stated  Give notice that would be participant is the account holder or has the account holder’s permission to participate  T&Cs can not be in scrolling box  State price, billing frequency and “message and data rates may apply”  If the service is a subscription, indicate the billing term, that renewal occurs automatically and that charges continue until cancelled by the customer  Disclose that the premium charge will be added to the subscriber’s Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 33 of 165 © 2011 Mobile Marketing Association
wireless phone bill or deducted from their prepaid balance account  Give help instructions and toll free customer care number where available 2.6.3 Premium Rate Double Opt In via IVR Guideline MMA ID 2.6.3-1 Some consumers prefer to initiate new SMS services from an IVR (Interactive CCS-135 Voice Response) platform. The IVR phone number is used in the providers call to action. The caller dials into the IVR system initiating the first opt-in. The IVR prompts must clearly explain the service, pricing and/or billing and offer details to the consumer. After the details of the program have been relayed to the subscriber via the IVR system, the subscriber is prompted to press a key to enter into the IVR program. This key press is recorded by the system and constitutes the caller’s second opt-in to the program. Regardless of the opt-in process, the goal is that the entire terms of the offer must be clear to the subscriber through the process. An example of Opt-in via IVR can be found at CCS-EG-04. 2.6.3-2 Some mobile related services are initiated from an IVR (Interactive Voice CCS-136 Response) platform. An IVR phone number (800 number, local number, premium rate number, pound (#) code or other) is used in the providers’ call to action. 2.6.3-3 When the consumer dials into the IVR system (initial opt-in), the IVR should CCS-137 outline the service and offer details 2.6.3-4 The IVR system should then subsequently ask the consumer to confirm their CCS-138 purchase with a key press (secondary opt-in). 2.6.3-5 The user’s input must be captured to record his consent (double opt-in). CCS-139 2.6.3-6 The IVR should then send a confirmation MT message to the user’s handset. CCS-140 2.6.3-7 In cases where the number the user is calling from differs from the number CCS-141 the service will be billed to (for example in the case of land-line callers); a PIN verification message has to be sent out by the IVR to the mobile number the service will be billed on. 2.6.3-8 The consumer must input the PIN into the IVR system prior to the provider CCS-142 initiating and billing the service 2.6.3-9 The above confirmation step should be recorded and stored by the IVR CCS-143 system. 2.6.3-10 In the case where content is purchased, users should be informed of the next CCS-144 steps to download and install their new content on their phone. 2.6.3-11 Consumers should be re-informed of how to call back and get help in case of CCS-145 problems downloading or installing their content. 2.6.4 Premium Rate Double Opt In via Participation TV (PTV) Participation TV allows home viewers to interact with the TV program via CCS-147 their mobile device. There are three types of PTV programs. Participation TV programs can be FTEU, Standard Rate, or Premium Rated. Guideline MMA ID 2.6.4-1 When there is a premium SMS rate associated with the PTV program there is CCS-148 a possible exception to the double opt-in rule. To qualify for the exception, the following pricing elements should exist and the call to action should contain the following conditions: 2.6.4-2  The interaction is transaction-based messaging, not subscription. CCS-149 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 34 of 165 © 2011 Mobile Marketing Association
2.6.4-3  A thank you message, including advice of charge, should be sent CCS-150 following the MO. This is also where textual content can be added as well as the opportunity to ask if the participant would like to receive more information from the show. This message can be truncated not to exceed 320 characters (2 SMS messages). 2.6.4-4  If there is a limit to the number of votes a subscriber may submit to the CCS-151 program, this limit needs to be communicated once the subscriber has passed the limit. 2.6.4-5 The on-air call to action and advice of charge needs to be clear and CCS-152 conspicuous, and needs to contain the following elements: 2.6.4-6  Premium charges must be included in the first line of the CTA. CCS-153 2.6.4-7  The first call to action must include both verbal and visual instruction on CCS-154 program pricing. Subsequent calls to action may be visual only given that if the program extends beyond 60 minutes, one verbal call to action must be included every half hour. 2.6.4-8  If there is a time frame to enter it should be included in verbal and visual CCS-155 instructions. 2.6.4-9  The call to action (CTA) should communicate the location of legal terms CCS-156 and conditions and FAQs (Frequently Asked Questions). 2.6.4-10  Visual call to actions should use a minimum of 22 or 23 scan lines or font CCS-157 size of 12 in order to ensure the details are legible in the CTA, when used in conjunction with a verbal call to action and be onscreen for 3 seconds for the first line of text and 1 second for each additional line. A minimum of 23 scan lines should be used when the call to action does not include a verbal call to action. 2.6.4-11 The call to action shall clearly identify verbally and textually any charges the CCS-158 consumer will incur on their mobile invoice by interacting with participation TV program. Examples of verbal scripts or textual language that should be included in the CTA by tariff type can be found. 2.6.5 Premium Rate Double Opt In via Mobile Web/ WAP *Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements and the difference between them. Guideline MMA ID 2.6.5-1 Best practice includes ensuring that the consumer is CCS-169 advised of any failures in the WAP payment flow. A payment failure page should be presented in the event that the billing request is unsuccessful. 2.6.5-2 The page should contain the text set out in the items below.: CCS-170  Clicking “Continue” from this failure page should take the user back to the content provider site.” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 35 of 165 © 2011 Mobile Marketing Association
2.6.5-3  There is an optional field to provide more detail on the reasons for failure CCS-171 (out of funds, unsuccessful connection, etc.) where the billing platform provides this information in real-time. 2.6.5-4  Carrier ability to waive double opt-in—In certain instances, carriers may CCS-172 waive the double opt-in on a program-by-program basis. 2.6.5-5 Because opt-in and opt-out messages are administrative in nature, they CCS-173 should not result in any premium charges for the subscriber. 2.7 Program Termination and Opt Out Guideline MMA ID 2.7-1 Directions on how to unsubscribe from the program should be included in CCS-08 program messaging on a regular basis. 2.7-2 Content providers must offer subscribers the opportunity to cancel the service at CCS-35 anytime. Charges for services that are billed daily may only be applied for services received up to the date of cancellation. 2.7-3 It is fundamental to the concept of control that a subscriber maintains the ability CCS-38 to stop participating and receiving messages from a short code program when desired. To facilitate this capability, the following general rules govern program opt-out: 2.7-4 A subscriber can stop participating and receiving messages from any program by CCS-40 sending STOP to the short code used for that program.  END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for all programs; however, content providers should feature the word STOP in their advertising and messaging.  The opt out keyword STOP sent by the subscriber cannot be case sensitive  The STOP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 2.7-5 Programs can support other opt-out words, but at a minimum, they must CCS-42 support these five words outlined above. 2.7-6 If the subscriber is participating in multiple programs on the short code, there CCS-41 are two options for the content provider when a subscriber sends an opt-out request:  The content provider sends a menu of the programs the subscriber is subscribed to and the subscriber has the responsibility to reply with the specific keyword to the specific program they would like to be opted out of. To ensure subscribers also have a way to opt-out of all programs within this menu, STOP ALL must be added to the menu choices. The stop menu message does NOT need to contain i) “Msg&Data Rates May Apply” ii) Pricing iii) Sponsor contact information.  Or if the subscriber sent STOP ALL to the short code, they are opted-out of all programs they were enrolled in on that short code. 2.7-7 This STOP command applies to all programs, including one-time use programs CCS-43 where the subscriber will not receive additional messages. This is to avoid subscriber confusion around the use of the STOP command. 2.7-8 The STOP command should never result in an error being sent back to the CCS-44 subscriber. 2.7-9 Short codes running MMS programs should handle the STOP keyword correctly, CCS-45 regardless whether the subscriber sends the keyword via MMS or SMS. 2.7-10 Short code programs should support mixed case opt-out commands and ignore CCS-46 subsequent non-keyword text. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 36 of 165 © 2011 Mobile Marketing Association
2.7-11 When sent, these words cancel the subscriber’s previous opt-in for messaging. CCS-47 2.7-12 An MT message confirming the opt-out should be sent to the subscriber. This CCS-48 should not be a premium message. This message should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs. 2.7-13 Any IVR system that offers the possibility to opt-in to a mobile service must also CCS-49 offer the possibility to opt-out. This should be available through the IVR, customer service, a web site, or SMS. 2.7-14 When STOP, or any of the opt-out keywords above, is sent to a program, the CCS-50 program should respond with an MT message, whether or not the subscriber is subscribed to the program or not. 2.7-15 Content providers should periodically scan their MO logs for subscribers that are CCS-51 clearly trying to unsubscribe to a service, but are not following the programmed rules. And then take the action to end their subscription based on those MO logs. 2.7-16 The content provider (or the aggregator) should record and store all opt-out CCS-52 transactions. 2.7-17 If a subscriber is inactive in any program for six months, the opt-in should CCS-106 expire. At that time, it is permissible to send the subscriber one final MT message notifying them that his/her username and other subscription information will be deleted from the program. No messages to the subscriber after the expiration are permitted. This provision does not apply to programs where the subscriber may have stored value (i.e., remaining credits) with the content provider. 2.7-18 No additional premium charges should be applied to the subscribers account CCS-174 after the opt-out command is received from the subscriber. 2.7-19 Subscribers should be able to terminate their participation in a subscription program as specified in the opt-out section. Below are additional requirements for terminations of subscription programs: 2.7-20  When a subscriber opts-out of a program, no further premium charges CCS-198 should be submitted by that program for that subscriber. 2.7-21  There should be no minimum subscription periods for any program. For CCS-199 clarity, this does not mean that pro-ration is required. 2.7-22  For subscription services that do not originate from an MO text message, but CCS-200 originate for example from a direct URL entry or search link to a WAP site, the payment advice page must clearly and conspicuously present the following program details: 2.7-23  Identification of the program as a subscription and the billing interval. CCS-201 2.7-24  Contact details for the program sponsor—Either a toll-free number or a Web CCS-202 site address for opt-out details. 2.7-25 This should include use of the STOP command or its variants, as set out above, CCS-203 and a mobile or PC website where the user can list live subscriptions and cancel any or all of these. 2.7-26 For chat programs, the subscriber should be opted-out after 90 days of CCS-213 inactivity. An informational message informing the subscriber of the opt-out may be sent. 2.7-27 Regardless of the subscriber’s status, he/she should be able to opt-out of the CCS-225 program at any time. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 37 of 165 © 2011 Mobile Marketing Association
2.8 Customer Care and HELP Guidelines Guideline MMA ID 2.8-1 It is important for subscribers to understand and be in control of their CCS-53 participation in short code programs; therefore, program information should be transparent. Regardless of manner of entry for a subscriber, help messaging commands, phone numbers, URL’s, and email address’ should result in the subscriber receiving help with their issue. Dead ends that do not the result in the ability for subscribers to resolve their issues are not acceptable. 2.8-2 Subscribers must be able to reach customer service through the IVR for CCS-67 assistance with the IVR mobile program. 2.8-3 A subscriber can receive help information by sending the word HELP to any CCS-68 program. HELP or HLP key words should work for all subscriber requests. HLP is optional for HELP, but not required.  The HELP keyword sent by the consumer cannot be case sensitive  The HELP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 2.8-4 For short codes running MMS programs, a help response should be returned CCS-54 whether the subscriber sends in HELP to the short code via MMS or SMS. 2.8-5 HELP messages should not result in premium charges to the subscriber’s bill. CCS-56 2.8-6 Responses to HELP requests should be available to anyone who requests help CCS-57 information from the short code via SMS. 2.8-7 To help subscribers understand their participation, each program should respond CCS-57.5 with the program details listed below when the subscriber sends the keyword HELP to the program short code if they are only subscribed to one service. 2.8-8  Identity of program sponsor—This is defined as the program name, company CCS-58 name, or brand associated with the campaign. 2.8-9  Customer support info — Either a toll-free number or Web address. CCS-59 2.8-10  Service description of program — For example, Fun Stuff Premium Chat. CCS-60 2.8-11  Service price—For example, $0.99 per mobile originated message; $3.99 per CCS-61 month. 2.8-12  Opt-out information CCS-62 2.8-13  Privacy statement, if applicable. CCS-63 2.8-14 Help messages do not need to contain renewal date information. CCS-64 2.8-15 If the short code has multiple programs (keywords) on the same short code, the CCS-55 application should respond in one of two ways: If the subscriber has opted in to only one program, the application should supply the information for the program the subscriber is opted-in to. If the subscriber is opted-in to multiple programs, the application should present a multiple-choice question asking the subscriber what program they would like help on. The help menu does NOT need to include: “Msg&Data Rates May Apply”, STOP, Pricing, Or Sponsor Contact Information The menu should contain a question of what the subscriber seeks help with and a list of options for the user to get help on. 2.8-16 Should there be multiple programs running on the short code, the subscriber can CCS-65 be directed to a Web site, WAP site, SMS quiz session, or toll-free number that provides a better customer care experience, as long as basic information about the program is in the help reply message. A help menu is preferred over sending the consumer to these places for help. The help menu content descriptions are outlined above. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 38 of 165 © 2011 Mobile Marketing Association
2.8-17 Where there is no short code initiating access to the service, help must be CCS-66 provided as a link from WAP payment presentation pages. This page containing help should, at a minimum, identify services that are currently opted into, opt- out (cancellation) information, pricing and payment terms. It is recommended that a PC-accessible web site be provided into which a user entering their cell phone number can retrieve detailed information on all live services provided by that program sponsor. 2.8-18 For premium rated programs, HELP should be advertised in the confirmation and CCS-176 second MT message. 2.9 Customer Record Maintenance Guideline MMA ID 2.9-1 To the extent that carriers supply deactivation and recycled number information, CCS-69 content providers and aggregators are required to have appropriate and effective systems and processes for managing deactivation and recycled number information. These systems and processes should be designed to ensure that mobile content programs subscribed to by previous holders of a specific phone number do not continue to be delivered or billed to a subsequent holder of that number when it is reassigned. Content providers and aggregators should process deactivation information within three business days of receipt. 2.9-2 Independent of method of entry (SMS, MMS, Web, WAP, IVR) opt-in and opt-out CCS-107 records - including single, double and triple opt-in records – should be retained from the time the subscriber opts-in until a minimum of six months after the subscriber has opted-out of the program (minimum opt-in archiving period is one calendar year). These records should be made available to the aggregator or carrier upon request. 2.9-3 The content provider/aggregator is responsible for tracking program opt-in CCS-123 information by subscriber. 2.10 Promotional Content Guideline MMA ID 2.10-1 This section describes the use of promotional content. Regardless of the CCS-78 descriptions of pricing below, all marketing and promotion of content must comply with the Best Practices articulated in the Advertising section of this document, specifically the use of the word FREE. 2.10-2 Marketers sometimes want to use mobile content as a marketing technique to CCS-79 entice consumers to participate in mobile programs. Mobile Marketing content falls into two different categories: Promotional Content, Premium Content 2.10-3 Promotional Content - This content is usually proprietary (e.g., a corporate CCS-80 mascot logo as a wallpaper, or a promotional wallpaper from a content provider) and not for sale elsewhere in the mobile channel. Since it is not possible to purchase this content, and offering it to consumers promotes the use of data services, programs that include this type of content are generally approved by the carriers. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 39 of 165 © 2011 Mobile Marketing Association
2.10-4 Premium Content – This is content that consumer pays associated fees to CCS-81 obtain, and is generally available for sale elsewhere in the mobile channel. There are two possible uses of free of charge premium content in a mobile marketing context: Premium Content Given Away - To Increase Content Sales – An example of how Premium Content may be used to increase content sales is a program where a content provider gives away Premium Content to entice the consumer to purchase additional content, or to enter a content subscription. These programs are usually run by the content provider themselves, or by other service providers whose main goal is to increase premium content sales. Programs that provide content without charge to entice consumer to participate in the program will be approved by the carriers on a case-by-case basis. Premium Content Used In Advertising - An example of how Premium Content may be used in advertising is a program where the advertiser is not a content provider and gives away content that is also for sale elsewhere in the mobile channel. An example is a consumer packaged goods (CPG) company that gives away a ringtone from a recording artist they have a relationship with. These programs will be approved by the carriers on a case-by-case basis. 2.11 Sweepstakes & Contests Sweepstakes and contests, including those conducted on the mobile platform, CCS-94 are among the most regulated of marketing tactics. Mobile Sweepstakes and Contests definitions: CCS-95 Sweepstakes - A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed. Contest - A contest is a promotional mechanism that includes a prize, and a game of skill. Consideration is allowed, but there cannot be any element of chance. Lottery - A lottery is a game that includes a prize, a game of chance, and consideration. Federal legislation and State laws govern (and disallow) all lotteries for promotional purposes. Consideration - Although the definition of consideration varies from state to state, generally, consideration means that a willing participant is required to purchase something or pay for access to be eligible to enter a game. Guideline MMA ID 2.11-1 Consideration may be monetary or non-monetary (an example of non- CCS-96 monetary consideration is a sweepstakes where the participant is required to provide detailed consumer information to be eligible). 2.11-2 All sweepstakes must offer a free Alternative Method Of Entry (AMOE). Allowing CCS-97 participants to enter via mail, internet, fax or Interactive Voice Recognition (IVR) via a toll free number are all forms of AMOE, but are not the only forms of free AMOE. 2.11-3 Anyone running a sweepstakes should seek legal guidance when drawing up CCS-98 rules. This is especially important if premium SMS is being considered as part of the sweepstakes. 2.11-4 Poorly written and/or incomplete sweepstakes rules can, and will, result in CCS-99 delays in carrier program approval and/or carrier rejection, even for non- premium sweepstakes. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 40 of 165 © 2011 Mobile Marketing Association
2.12 Use of ‘Free’ and ‘Bonus’ Terminology Guideline MMA ID The FTC defines the use of ‘free’ in its ‘FTC Guide Concerning Use of the CCS-283 Word “Free” and Similar Representations’. The FTC defines ‘Free’ as: (Excerpt) The public understands that, except in the case of introductory offers in connection with the sale of a product or service (See paragraph (f) of this section), an offer of ``Free’’ merchandise or service is based upon a regular price for the merchandise or service which must be purchased by consumers in order to avail themselves of that which is represented to be ``Free’’. In other words, when the purchaser is told that an article is ``Free’’ to him if another article is purchased, the word ``Free’’ indicates that he is paying nothing for that article and no more than the regular price for the other. Thus, a purchaser has a right to believe that the merchant will not directly and immediately recover, in whole or in part, the cost of the free merchandise or service by marking up the price of the article which must be purchased, by the substitution of inferior merchandise or service, or otherwise. 2.12 - 1 The program is not promoted as “free” when premium fees are associated CCS-119 with the program that the subscriber will pay with a reasonable level of participation in the program. If there are obligations associated with the term ‘free’, the full commercial offer should be disclosed in the same manner at point of offer as the ‘free’ promotion. The entire offer must be presented in same place (i.e. banner ad, top of ad, etc.). It is important that if the word FREE is used in promoting the service that it be accompanied by WITH SUBSCRIPTION for premium subscription content, or FREE with transport charges. Free should never be promoted alone and should always have an indication or means of transport. ‘Bonus’ or ‘Complimentary’ are acceptable alternative terms to the word ‘free’ provided there is terminology that indicates the consumer is signing up for a program in order to receive the bonus or complimentary content. 2.13 Terms & Conditions Guideline MMA ID 2.13-1 Terms and Conditions must contain the following: CCS-111  Carrier pricing and messaging frequency 2.13-2  If the service is a subscription CCS-112 2.13-3  Information disclosing that the premium charge will be added to the CCS-113 subscriber’s wireless phone bill or deducted from their prepaid account 2.13-4  Contact info (#800, email address, or website) CCS-114 2.13-5  The above terms apply to WAP sites IF the subscriber is charged for CCS-115 accessing the WAP site home (or landing) page. Otherwise, all advice of charges must be clearly and conspicuously presented within the site, as shown in the example CCS-EG-06. 2.13-6  That the payment will be made to the subscriber’s wireless phone bill. CCS-165 2.13-7  That the user will be advised of all charges before being billed. CCS-166 2.13-8  The description that will appear on the subscriber’s phone bill or deducted CCS-167 from their pre-paid balance. 2.13-9  There should be a link providing customer care contact information and CCS-168 advice that other ancillary charge, such as carrier data charges, that may be incurred. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 41 of 165 © 2011 Mobile Marketing Association
2.14 Bill Face Descriptors Guideline MMA ID 2.14-1 Where applicable, the content provider or vendor may remind the subscriber of CCS-236 the bill-face descriptor that will appear on their wireless phone bill. This reminder could take the form of a text message, web based copy, an audio prompt or text within a print ad. The ability of vendors to provide this information accurately depends upon the disclosure and accuracy of the carrier bill-face formats provided by the carriers. 2.14-2 Bill Face Descriptor: Carriers may choose to include bill face descriptors for FTEU CCS-251 messages, consistent with those described in the section “Customer Care” in this document. In this case, the descriptors should be clearly denoted as free of charge. 2.15 Premium Billing Dispute Resolution Customer satisfaction is essential to the ongoing health of the mobile ecosystem, and is a key to the continued growth of mobile marketing. As such, we understand the importance of establishing a mechanism that empowers consumers to address questions or concerns regarding a mobile transaction. Guideline MMA ID 2.15-1 Potential Scenarios requiring Dispute Resolution: CCS-237  Subscriber cannot cancel text-messaging service.  Subscriber ordered content (e.g., Ringtone, Games and Movies), but content either did not stream, download or does not load properly.  Subscriber disputes a PSMS charge on his phone bill (one-time).  Subscriber disputes a SMS subscription service.  Subscriber feels he has been deceived by a mobile marketing message and/or program. Dispute Resolution Principle:  Dispute resolution is in the sole discretion and management of each wireless carrier for their respective customers. 2.16 Affiliate Marketing Affiliate Marketing is a process whereby a content provider provides financial CCS-116.5 consideration to one or more persons or entities in exchange for their agreement to offer content providers’ products and/or services to consumers. Guideline MMA ID 2.16-1 To ensure that advertising of mobile products and services offered via Affiliate CCS-116 Marketing is clear and accurate, content providers engaging in Affiliate Marketing agree that:  Marketing via the email channel shall comply with the CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography & Marketing Act) and any and all implementing regulations promulgated by the Federal Trade Commission and the Federal Communications Commission, and; 2.16-2  Mobile Identification Number (MIN) entry, and Personal Identification (PIN) CCS-117 entry pages (including but not limited to pages that provide a mechanism for users to make a purchase of content providers’ products and services) must be controlled and monitored by the applicable 3.7-content provider for compliance to applicable law and MMA Guidelines. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 42 of 165 © 2011 Mobile Marketing Association
2.16.1 Affiliate Marketing Web-based Carrier Select Page Guideline MMA ID 2.16.1-1 Content providers should terminate their relationship with any party engaged CCS-118 in Affiliate Marketing on their behalf that is found to be non-compliant. Web pages used for affiliate marketing are commonly known as Jump Pages. Jump pages, which are third party hosted pages that redirect a consumer to one or more content provider’s websites, are known as Carrier-Select Jump Pages. The following describes what is required and not allowed on Carrier- Select Jump Pages: Required  If any alternative wireless content is being advertised it must be disclosed in a font no smaller than 1/2 the font size of the primary offer description and no further than 20 pixels from the primary offer description with a minimum of 25 point font size  Carrier logos distributed from or approved by carriers. Not allowed  Purchase flow;  Request/take MIN or PIN information;  Inappropriate or unapproved content per individual carrier guidelines  Inappropriate use of the word ‘free’ (CCS-30)  Use of carrier logo or name if advertising any service when that service is not supported by that carrier. 2.17 Premium WAP Sites Guideline MMA ID 2.17-1 Access to content presented in the form of browse-able WAP sites may be CCS-159 initiated by SMS short code, by WAP push from a PC website, by direct entry of a URL, by clicking a search link, etc. While opt-in may not originate through an SMS short code, subscribers are still billed “on-net” through PSMS or direct carrier billing connections, placing such sites under the governance of these Consumer Best Practice Guidelines. 2.17-2 The same opt-in rules apply for WAP sites as for SMS program double opt-in IF CCS-160 there is any charge associated with accessing the first page of a WAP site presented when the subscriber selects a service message (embedded link or WAP push message), or browses to that page by any other means. 2.17-3 There is no requirement for opt-in text messages IF the first page of a WAP site CCS-161 presented to the user does not incur a charge, and any subsequent charges are clearly setout, requiring an explicit user action as described below. 2.17-4 Before any billing events can be generated, the advice of charge must be CCS-162 presented clearly to the customer, in substantially the same format as the payment flow shown below. 2.17-5 There must be an explicit “Buy” button visible to the user on the first screen of CCS-163 the payment details page. Only when the user clicks this button should a billing event be generated. “Buy” may be replaced with “Subscribe” or “Purchase” terminology. 2.17-6 There must be an explicit “Cancel” button available to the user on the first CCS-164 screen of the payment details page immediately below the Buy button and visible without requiring the user to scroll down the screen. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 43 of 165 © 2011 Mobile Marketing Association
2.17-7 There must be an explicit “Terms and conditions” link available to the user, CCS- 166.5 listed directly after the “Cancel” button. The Terms and conditions page shown to the user should contain at a minimum the following information: 2.17-8  That the payment will be made to the subscriber’s wireless phone bill. CCS-165 2.17-9  That the user will be advised of all charges before being billed. CCS-166 2.17-10  The description that will appear on the subscriber’s phone bill or deducted CCS-167 from their pre-paid balance. 2.17-11  There should be a link providing customer care contact information and CCS-168 advice that other ancillary charges, such as carrier data charges, that may be incurred. 2.18 Subscription Programs A subscription program is any program the subscriber opts-in to where the result is that the subscriber passively incurs premium charges over time for content delivery. There are two kinds of subscription programs: 1) A program for a set period of time, such as one month. 2) A program for a set number of uses, after which the subscriber may be charged for another “bucket” of uses. Guideline MMA ID 2.19-1 In addition to the information required in the double opt-in mechanisms in CCS-178 section 3.1 Premium Rate Double Opt In via SMS, the opt-in flow for a subscription program must also include the following:  Identification of the program as a subscription and the billing interval. 2.19-2  The word “subscription” or equivalent must be used in the advertising and CCS-267 T&Cs. 2.19-3  Contact details for the program sponsor—Either a toll free number or a CCS-179 Web site address for opt-out details. 2.19-4 Subscription periods should not be longer than one month. CCS-180 2.19-5 Regardless of the subscription period (daily, weekly, monthly, for example), CCS-181 the subscriber should be notified of the subscription pricing in conjunction with the subscription period 2.19-6 Before the program is renewed, or at a minimum of once per month, a renewal CCS-193.5 message must be sent to the participating subscriber’s handset containing these details: 2.19-7  The name of program CCS-192 2.19-8  The fact that the program is a subscription and is being renewed CCS-193 2.19-9  Billing period and advice of charge for the program CCS-194 2.19-10  Opt-out details CCS-195 2.19-11 This information may be supplied in other program-related messaging to the CCS-196 handset but should coincide with the subscription anniversary. 2.19-12 Each subscription service must be renewed independently of when the CCS-197 subscription was originally ordered. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 44 of 165 © 2011 Mobile Marketing Association
2.18.1 Subscription Double Opt In via Mobile Web/ WAP *Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements and the difference between them. Guideline MMA ID 2.18.1-1 For subscriptions opted-in to through the WAP flow, the advice of charge CCS-182 page shown below must be presented to the subscriber by the content provider. This page describes the purchase terms of the subscription including the billing frequency and the purchase link name is changed from “Buy” to “Subscribe”. 2.18.1-2 The payment advice page should include the following content: CCS-183  “Click <Subscribe> to confirm your purchase of <content description> for <price> per <billing period>.” 2.18.1-3  A link or button that activates the subscription. The name of this link CCS-184 should clearly convey to the subscriber that clicking on the link will activate the subscription. e.g. “Subscribe”, “Buy Now”, “Charge my phone bill” 2.18.1-4  A link or button directly below the activation link that says “Cancel”. CCS-185 2.18.1-5  A link saying “Terms & Conditions”. This link must lead to a page listing CCS-186 detailed terms and conditions of the service, including at a minimum the name and contact details of the content provider. 2.18.1-6  A link saying “Msg&Data Rates May Apply”. This link must lead to a page CCS-187 describing the standard rate data and messaging charges that may apply, depending on a subscriber’s plan 2.18.1-7 When the subscriber clicks the “Subscribe” or subscription activation link, the CCS-188 page to which they are re-directed containing the content for download should display the following confirmation text:  Thank you for your payment of <price>. Your subscription has been activated 2.18.1-8 This confirmation page must also state how to use the HELP and STOP text CCS-189 commands to the relevant short code. 2.18.1-9 Once a subscriber has successfully opted into the program via a Mobile Web CCS-190 browser, an MT message should be sent notifying the subscriber of the purchase, serving as the notice of charge for the transaction. This message should be sent to the subscriber within twelve hours of opting in and should include the following information: program name, price of subscription, billing period, HELP to receive help, and STOP to opt-out. 2.18.1-10 Example of WAP Subscription CCS-191 First Opt-in Second Opt-In Confirmation Page Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 45 of 165 © 2011 Mobile Marketing Association
2.19 Spending Cap Limits – Non Chat Programs Guideline MMA ID 2.19-1 Spending Cap Limits for non-chat programs (Chat programs use spending cap CCS-230 limits as defined in the Chat section) is defined as follows. The policy on spending cap limits is set by individual carriers. These guidelines are intended to support policy synchronization to enable a consistent customer experience and enable more efficient compliance and monitoring. The guidance is as follows: 2.19-2  Spending cap limits are set on a per short code basis. CCS-231 2.19-3  Spending cap limits are based on an operational month based on date of CCS-232 initial sign up (example: user signs up on April 4th, all months will end on the 4th of each month). 2.19-4  There should be an additional opt-in required from the subscriber once they CCS-233 have reached $50 of premium charges on a short code, with additional opt- ins required from the subscriber every $25 of premium charges incurred thereafter. These additional opt-ins are referred to as triple opt-ins. 2.19-5  Each carrier may have their own policy regarding hard spending caps (i.e. CCS-234 spending limits that cannot be exceeded, regardless of additional triple opt- ins), check with your aggregator for details. 2.19-6  Triple opt-in messages should express cumulative premium charge dollar CCS-235 amounts reached (for example $50, $75), not the number of messages billed. 2.20 Chat Programs There are two types of chat: one-to-one and group (or community) chat. CCS-204 These chat programs come in two types: Peer to Peer or Operator CCS-205 Assisted. Peer-to-Peer chat programs include interactions between two individuals, neither of whom are paid “chat professional”. Group chat programs are typically designed so that multiple chat participants CCS-207 may interact with each other during a chat session. As a result, many premium messages are distributed to an end user after the end user has initiated interaction with a member of the group Guideline MMA ID 2.20-1 Group chat programs must be monitored 24x7 by chat providers for compliance CCS-208 with the specific carrier agreements, policy, and all applicable laws and regulations. 2.20-2 The number of participants in a group chat session should be limited to provide a CCS-209 good subscriber experience. 2.20-3 Bots should not be used in chat. This does not apply to registration or CCS-210 administrative chats or to match interactions. 2.20-4 Chat participants should have the ability to report and block members whose CCS-211 activities are perceived as abusive, threatening, or inappropriate, or that promote illegal activity. 2.20-5 Administrative messages associated with opting into a Chat program and setting CCS-212 up profiles should not incur premium charges. 2.20.1 Chat Programs- Messaging Frequency Guideline MMA ID 2.20.1-1 At a maximum, two premium chat messages—or five standard rate chat CCS-215 messages—may be sent in a 24-hour period. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 46 of 165 © 2011 Mobile Marketing Association
2.20.1-2 While the subscriber is in PAUSED status, no premium charges should be CCS-226 applied to their account. 2.20.1-3 The content providers should not be allowed to queue messages to send to CCS-227 the PAUSED subscriber for re-transmission later. 2.20.1-4 Operator Assisted chat programs are all chat programs that are not peer-to- CCS-206 peer. For Operator Assisted chat, the interaction should be a one-to-one message ratio. 2.20.2 Advertising for Chat Programs Guideline MMA ID 2.20.2-1 Advertising for chat programs should not imply unapproved content. CCS-228 2.20.2-2 For operator-assisted chat, appropriate disclosure should be made in the CCS-229 advertising and terms and conditions of the program. Example disclosure wording: This program employs operators who are paid to participate in chat. 2.20.3 Spending Cap Limits –Chat Programs Guideline MMA ID 2.20.3-1 Subscription, bundle, or per-message billing are billing options given when CCS-216 the subscriber is notified and opts in for $25 in premium charges. The policy on spending cap limits is set by individual carriers. These guidelines are intended to support policy synchronization to enable a consistent customer experience and enable more efficient compliance and monitoring. The guidance is as follows: 2.20.3-2  Spending cap limits are set on a per short code basis. CCS-217 2.20.3-3  Spending cap limits are based on an operational month based on date of CCS-218 initial sign-up (example: user signs up on April 4th, all months will end on the 4th of each month). 2.20.3-4 There should be an additional opt-in required from the subscriber once they CCS-219 have reached $25 of premium charges on a short code, with additional opt- ins required from the subscriber every $25 of premium charges incurred thereafter. These additional opt-ins are referred to as triple opt-ins. 2.20.3-5 Triple opt-in messages should express cumulative premium charge dollar CCS-220 amounts reached (for example $25, $50), not the number of messages billed. 2.20.3-6 No MTs should be sent to the subscriber other than a continuation message CCS-221 until the subscriber has replied affirmatively. If the subscriber tries to chat without opting in, additional continuation messages or solicitations may be sent. If the subscriber does not attempt to chat, no additional messages should be sent. This chat participant should be considered in a PAUSED status. 2.20.3-7 HELP and OPT OUT keywords should be included in the continuation message. CCS-222 2.20.3-8 If the subscriber does not reply affirmatively to the continuation message, CCS-223 the system should pause until the subscriber’s anniversary date. 2.20.3-9 Suggested keywords are the same as the opt-in keywords defined earlier in CCS-224 this paper. In addition, MORE, ADD or CONTINUE should be supported as re- opt-in words. 2.21 Charitable Giving 2.20-1 The approval of charitable giving programs is at each carrier’s discretion. CCS-238 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 47 of 165 © 2011 Mobile Marketing Association
Cross Carrier Examples: Premium Rate Examples Legend EXAMPLE: HELP Messages (CCS-EG-01) Help (Single Service) Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help MT response: Program sponsor  AcmeMobileRingtonesClub: Service Description & Frequency Subscribed for 5 Ringtones for $5.99/mo. Customer Support Info  800-000-0000. www.HELPURL.com. Msg&Data Rates May Apply Additional Carrier Costs  Reply STOP to cancel, Opt Out Info  Sprint family requires: Renewal date/credits remaining  Renews:10/10 Help (Multiple Services) Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help menu MT response to a HELP MO from a user Program sponsor  AAcmeMobileRingtonesClub: Option A  Send HELP TONE1 for Poly club or Option B  HELP TONE2 for Truetone club STOP to cancel Step 3: User responds HELP TONE1. Step 4: User responds HELP TONE2. Program sponsor  AcmeMobileRingtonesClub: Program sponsor  AcmeMobileRingtonesClub: Service Desc & Freq Subscribed for 5 Polytones for Service Desc & Freq Subscribed for 5 Truetones for $5.99/mo. $5.99/mo. Customer Support Info  800-000-0000. Customer Support Info  800-000-0000. www.HELPURL.com. www.HELPURL.com. Additional Carrier Costs  Msg&Data Rates May Apply Msg&Data Rates May Apply Additional Carrier Costs  Opt Out Info  Reply STOP to cancel, Reply STOP to cancel, Opt Out Info  Sprint family requires: Sprint family requires: Renewal date/credits Renews:10/10 Renewal date/credits Renews:10/10 remaining  remaining  Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 48 of 165 © 2011 Mobile Marketing Association
EXAMPLE: STOP Messages (CCS-EG-02) Stop (Single Service) User receives the following Mobile Terminating (MT) Message: Program sponsor  AcmeMobileRingtonesClub: Discontinuation of Service  Your Ringtone subscription is cancelled. Discontinuation of Charges  You will get no more messages or charges. Additional Carrier Costs Msg&Data Rates May Apply. Customer Support Info  www.HELPURL.com Stop (Multiple Services) Step 1: User sends STOP Mobile Originating (MO) Msg Step 2: Help menu MT response to a STOP MO from a user Program sponsor  AAcmeMobileRingtonesClub: Option A  Send STOP TONE1 for Polytone club or Option B  STOP TONE2 for Truetone club Step 3: User responds STOP TONE1. Step 4: User responds STOP TONE2. Program sponsor  AcmeMobileRingtonesClub: Program sponsor  AcmeMobileRingtonesClub: Discontinuation of Service  Your Polytone subscription is Discontinuation of Service  Your Truetone subscription is cancelled. cancelled. Discontinuation of Charges  You will get no more messages Discontinuation of Charges  You will get no more or charges. messages or charges. Additional Carrier Costs Additional Carrier Costs Msg&Data Rates May Apply. Msg&Data Rates May Apply. Customer Support Info  Customer Support Info  www.HELPURL.com www.HELPURL.com Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 49 of 165 © 2011 Mobile Marketing Association
EXAMPLE: PREMIUM Rate IVR (Initial Opt In IVR) (CCS-EG-04 ) Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  WOD: Weather on Demand. Service Description  Call 888-222-2222 to get current weather for your area sent to your phone. Dial 0 for help. Price and Frequency  $5.99/mo for daily info (7 per week) Customer Support Info  Text HELP for help. Opt Out Info  To stop text STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to User calls 888-222-2222 [Mobile subscriber calls and is Call to Action prompted to select SMS to phone] Step 2: Mobile Content MT User receives the following MT Message: Mobile Content  WOD: Partly sunny with chance of showers in late afternoon. Highs in the 70 during the day, and 62 at night. Reply Help for Help. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 50 of 165 © 2011 Mobile Marketing Association
EXAMPLE: Premium Rated Double Opt In– Alert Subscription (CCS-EG-05) Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  Farm league baseball! Service Description  Txt us your farm town zip code. Txt <Your Zip Code> to 12345. Service Cost  We send game day reminder for $3.99/month, charged to your wireless bill. Frequency of Messaging  Get 4 msg/month. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to Text '44521' to 12345. Call to Action Step 2: User receives the following MT Message: Program sponsor  Farm League Baseball Alerts! Service price  To confirm $3.99 monthly alerts, reply YES. Frequency of messaging  Get 4 msgs/month. How to get help  Reply HELP for help Additional carrier costs  Msg&Data Rates May Apply. Step 3: Double Opt In User sends MO message “YES” Step 4: Initial MT Service description  Thanks for subscribing to Farm League Service price  Baseball alerts for $3.99/month! Frequency of messaging  Get 4 msgs/month. How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Additional carrier costs  Msg&Data Rates May Apply. Step 4: MT Alert User receives the following MT Message: Alert  Farm League Baseball Alert! Crosstown Rebels battle the Lakeview Titans on 11/11/08 @ 6pm in Dolores Park. Support your local team. Reply Help for Help. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 51 of 165 © 2011 Mobile Marketing Association
EXAMPLE: Premium Rated Opt In for WAP (CCS-EG-06) *Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements and the difference between them. Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  CheckMyRide Tones! Service Description  Visit wap.checkmyride.com on your phone microbrowser. Visit HELP for help. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to Call to Action User visits wap.checkmyride.com Step 2: WAP Opt In 1 User sees the following WAP/ xHTML page with product offer: Program sponsor  Checkmyride.com! Service Description  The hottest ringtones sent to your phone every month. Service price  Get 5 ringtones for $9.99/month. Link to terms Terms and Conditions Additional Carrier Costs  Msg&Data Rates May Apply. Step 3: WAP Opt In 2 Mobile subscriber sees the following WAP/xHTML page after selecting subscription. Program sponsor  Checkmyride.com! Service Description  Click "Subscribe" to confirm your purchase of "Check my Ride" tones Service price  for $9.99 per month. Subscribe Cancel Link to terms Terms and Conditions Additional Carrier Costs  Msg&Data Rates May Apply. Step 4: WAP Confirmation Mobile subscriber sees the following WAP/xHTML page after being billed. Service Description & cost  Thank you for your payment of $9.99 per month. Your subscription has been activated. Frequency of messaging  Get 5 ringtones per month. How to get help Reply HELP for help to NNNNN. How to Stop  Reply STOP to cancel to NNNNN Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 52 of 165 © 2011 Mobile Marketing Association
Step 5: Confirmation MT User receives the following MT Message: Service Description & cost  Thank you for your payment of $9.99 per month for Check my Ride tones. How to get help Reply HELP for help. How to Stop  Reply STOP to cancel EXAMPLE: Premium Rated Chat Opt In (CCS-EG-07) Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  Sports Talk: Service Description  Chat with top sports executives . Txt 'talk' to 54321. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Service Cost  One-to-one txt chat for $0.50/msg, charged to your wireless bill + Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to Text 'Talk' to 54321. Call to Action Step 2: Opt In User receives the following MT Message: Program sponsor  Welcome to Sports Talk chat. Service price  To confirm $0.50 per msg received, reply YES to start. How to get help  Reply HELP for help. Additional carrier costs  Msg&Data Rates May Apply. Step 3: Double Opt In User sends MO message with “YES” Step 4: Confirmation MT Service description  Thanks for joining Sports Talk chat. Ask us a question for $0.50 per answer! How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Step 5: Mobile subscriber User sends MO message with chat “What is John Madden's next career move?” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 53 of 165 © 2011 Mobile Marketing Association
Step 6: Mobile Content User receives the following MT ($.50) Message: Chat  Madden is working on a new version of his popular PS3 game with EA. Step 7: Reminder MT User receives the following MT Message: Program sponsor  Sports Talk chat! Indication of spend limit  You have spent $25.00 this month. Cost of service  The service cost is $0.50 per message received. To continue txt MORE. How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Additional carrier costs  Msg&Data Rates May Apply. Step 8: Triple Opt In User sends MO message with “MORE.” May also use ADD, CONTINUE as keywords. EXAMPLE: Billing Renewal Message (CCS-EG-10) Sample Billing Renewal Message Type Sample Text Charge MT Your XYZ Alerts Subscription Renewed, 5 msg/month Std for $5.99/mo.800-000-0000 Msg&Data Rates May Apply.www.HELPURL.com.Reply HELP for help, STOP to cancel EXAMPLE: Bill Face Descriptor by Carrier (CCS – EG-11) Bill-Face Descriptor Format by Carrier Carrier Format AT&T Mobility 62 Characters <Content Provider Name, Program Description, Merchant Name, Short Code and Campaign ID> Sprint/Nextel 22 Characters <Provider, Short code, Brief Program Description> T-Mobile 2 Fields: 15 and 25 Characters respectively Field 1 <Service Provider> Field 2 <Short code Description> Verizon 30 Characters <Short code & Brief Program Description> Wireless Note: No content provider toll free # allowed Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 54 of 165 © 2011 Mobile Marketing Association
Premium Rate Cross Carrier Standards Matrix This matrix is designed to give a high level overview of the premium rate programs allowed, by Carrier. These programs must comply with the CBP Guidelines and are still subject to review and approval by the Carrier. Y = Allowed N/A = Not Available Premium Services N = Not Allowed CBC = Case by Case Basis Service Frequency Verizon AT&T T-Mobile Sprint Alerts Subscription Y Y Y Y Mobile Content (text) Y Y Y Y Subscription Day, Month Month Month Day,Month Chat Subscription CBC Y Y Y Y, MMS Mobile Content (URL) One Time Y Y Y Only Y, MMS Mobile Content (URL) Subscription Y Y Y Only Full Music Downloads One Time N Y N N PIN N/A Y CBC Not Needed Y PTV One Time CBC Y Y CBC Sweepstakes One Time CBC Y CBC N Contests One Time CBC Y CBC CBC Gifting One Time CBC CBC N CBC Reverse Auction One Time CBC CBC CBC N Charity One Time CBC CBC CBC CBC M-Commerce N/A N CBC CBC CBC Micropayment One Time N CBC CBC N Mobile Content (MMS) One Time Y Y N N Mobile Content (MMS) Subscription Y Y N N WAP (Double Opt In) One Time Y Y Y Y WAP (Double Opt In) Subscription CBC Y Y Y Games One Time N Y Y Y MIM One Time CBC Y N CBC Streaming Video One Time N N N N Double Opt In One Time Y Y Y CBC 800 Number provided Ongoing Y Y Y Y Subscription Ongoing Y Y Y Y Sweepstakes Ongoing CBC CBC CBC N Chat Ongoing CBC Y Y Y Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 55 of 165 © 2011 Mobile Marketing Association
Section 3: Free To End User (FTEU) Free to End User Cross Carrier Guidelines 3.0 General Guidelines Guideline MMA ID 3.0–1 At a minimum, programs should be run in a manner that is congruous with the CCS-01 letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf 3.0-2 At all times, programs must be in accordance with applicable federal and state CCS-02 laws, rules and regulations. 3.0-3 Wireless subscribers have a right to privacy. CCS-07 3.0-4 Not all carriers support FTEU messaging. CCS-244 3.0-5 An individual program may be set up as FTEU on carriers which support the CCS-245 functionality and standard rate (SR) on carriers who do not support FTEU, provided that the application does not inherently have to be delivered as FTEU (for example, for legal reasons), and further provided that Content Providers ensure that all advertising, marketing and other consumer materials regarding the program clearly indicate on which carriers the program is offered as a standard rate program. The guidelines for FTEU programs and SR programs should apply on each carrier as appropriate. 3.0-6 Charging Disclosure: FTEU Mobile Terminate (MT) messages sent to subscribers CCS-248 by the program should be disclosed as such. The prefix “Free msg:” should be added to the message text. These characters consume part of the total character limit for the message. 3.0-7 FTEU programs are approved based on the following information submitted by CCS-241 CCS-260 the content provider through the carrier: 3.0-8  The information submitted to the carrier for program approval should include CCS-242 CCS-261 the estimated frequency with which end users will receive FTEU messages. 3.0-9  A formal restriction should not be placed on the number of messages, which CCS-243 CCS-262 may be sent as part of an individual FTEU program. However, carrier approval may be given on a case-by-case basis for programs where the estimated number and frequency of FTEU messages is determined by the carrier to be appropriate for the application and approved by carrier. Note that many potential FTEU applications will involve event-triggered alert messages, the frequency of which cannot precisely be predetermined. 3.1 Guidelines for Advertising Messaging Programs Guideline MMA ID 3.1-1 When promoting programs, content providers should ensure that their CCS-12 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offers and adheres to all state and federal regulations. 3.2 Free To End User Opt In Guideline MMA ID 3.2-1 Content providers must obtain opt-in approval from subscribers before sending CCS-08 them any SMS or MMS messages or other content from a short code. 3.2-2 FTEU programs require single opt-in CCS-37 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 56 of 165 © 2011 Mobile Marketing Association
3.2-3 As with standard rate programs, FTEU programs should be subject to single opt- CCS-246 in mechanisms. The mechanism should be sufficient to establish the subscriber’s willingness to participate in the program and possession of the handset. The opt- in applies to the specific program and should not be used as a blanket approval to promote other programs, products or services. 3.3 Free to End User Opt Out Guideline MMA ID 3.3-1 Subscribers should be able to stop participation in a FTEU program when CCS-250 CCS-38 desired, except for messages related to their underlying mobile service. 3.3-2 Content providers must offer subscribers the opportunity to cancel the service at CCS-38 anytime. The following rules govern program opt-out: 3.3-3 A subscriber must be able to stop participating and receiving messages from any CCS-40 program by sending STOP to the short code used for that program.  END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for all programs; however, content providers should feature the word STOP in their advertising and messaging.  The opt out keyword STOP sent by the subscriber cannot be case sensitive  The STOP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message.  Short code programs must ignore subsequent non-keyword text included in STOP MOs.  Short codes running MMS programs should handle the STOP keyword correctly, regardless whether the subscriber sends the keyword via MMS or SMS.  When sent, these words cancel the subscriber’s previous opt-in for messaging. 3.3-4 If the subscriber is participating in multiple programs on the short code, there CCS-41 are two options for the content provider when a subscriber sends an opt-out request: 1) The content provider sends a menu of the programs the subscriber is subscribed to and the subscriber has the responsibility to reply with the specific keyword to the specific program they would like to be opted out of. To ensure subscribers also have a way to opt-out of all programs within this menu, STOP ALL must be added to the menu choices. The stop menu message does NOT need to contain i) “Msg&Data Rates May Apply” ii) Sponsor contact information. 2) Or if the subscriber sent STOP ALL to the short code, they are opted-out of all programs they were enrolled in on that short code. 3.3-5 When STOP, or any of the opt-out keywords above, is sent to a program, the CCS-50 program must respond with an MT message, whether or not the subscriber is subscribed to the program or not. 3.3-6 When the user is a subscribed to a recurring program, an MT message CCS-48 confirming the opt-out should be sent to the subscriber. This should not be a premium message. This message should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 57 of 165 © 2011 Mobile Marketing Association
3.3-7 When the user is not currently subscribed to a recurring program, or the CCS-284 program is one-time program where the subscriber will not receive additional messages, then an MT message may be sent that only confirms that the user is not subscribed to any programs on this short code and indicates that no further messages will be sent. 3.3-8 This STOP command functionality requirement applies to all programs, including CCS-43 one-time use programs where the subscriber will not receive additional messages. This is to avoid subscriber confusion around the use of the STOP command. 3.3-9 The STOP command should never result in an error being sent back to the CCS-44 subscriber. 3.3-10 The content provider must record and store all opt-out transactions. CCS-52 3.4 Terms & Conditions Guideline MMA ID 3.4-1 Terms and Conditions at a minimum must contain the following: 3.4-2  STOP instructions in BOLD lettering CCS-82 3.4-3  HELP instructions in BOLD lettering CCS-83 3.4-4  Program sponsor information, defined as the program name, company CCS-84 name, or brand associated with the campaign 3.4-5  For free to end user programs: Disclose that standard carrier messaging CCS-239 charges do not apply to messages received as part of the service (where relevant, listing on a carrier-by-carrier basis whether this applies). 3.4-6  Customer Service Contact Information: either a toll-free number, a web CCS-285 submission form or an email address. 3.4-7  Guidance on the frequency with which the subscriber may expect to receive CCS-240 messages for the duration of the program. Note that for many applications, this cannot be precisely predetermined by the content provider. In this case, the guidance should relate to the expected message frequency under normal circumstances. 3.4-8 All material terms and conditions of the program should be clearly CCS-88 communicated. 3.4-9 Carrier compatibility - clearly and conspicuously disclose that content is not CCS-90 available on all carriers, as applicable. Include list of supported carrier names whilst excluding all other carrier names. 3.4-19 If the content provider offers multiple services, separate T&C’s per service CCS-91 should be provided instead of generic T&C’s that cover all offered services. 3.4-11 If a checkbox is used to indicate a consumers’ acceptance of the terms and CCS-89 conditions, it is not permissible for the checkbox to be pre-checked. 3.5 Free to End User HELP Guidelines Guideline MMA ID 3.5-1 Help messaging commands, phone numbers, URL’s, and email addresses should CCS-53 result in the subscriber receiving help with his issue. Dead ends that do not provide a manner in which the subscriber may resolve his issue is not acceptable. 3.5-2 A subscriber can receive help information by sending the word HELP to any CCS-68 program. The HELP keyword should work on all short code programs. HLP is optional for HELP, but not required.  The HELP keyword sent by the consumer cannot be case sensitive  For short codes running MMS programs, a help response should be returned Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 58 of 165 © 2011 Mobile Marketing Association
whether the subscriber sends in HELP to the short code via MMS or SMS  The HELP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 3.5-2 To help subscribers understand their participation, each program should respond CCS-57.5 with the program details listed below when the subscriber sends the keyword HELP to the program short code. 3.5-3  Identity of program sponsor—This is defined as the program name, company CCS-58 name, or brand associated with the campaign. 3.5-4  Customer support info — Either a toll-free number or Web address, or e-mail CCS-59 address 3.5-5  Service description of program — For example, Fun Stuff Chat. CCS-60 3.5-6  Opt-out information CCS-62 3.5-7 If the short code has multiple programs (keywords) on the same short code, the CCS-55 application should respond in one of two ways: 1) If the subscriber has opted in to only one program, the application should supply the information for the program the subscriber is opted-in to. 2) If the subscriber has opted-in to multiple programs, the application should present a multiple-choice question asking the subscriber what program they would like help on. The first help menu does NOT need to include: “Msg&Data Rates May Apply”, STOP, Or Sponsor Contact Information The menu should contain a question asking what the subscriber seeks help with and a list of options for the user to get help on. Once the user has identified the program they want help with, the appropriate help information must be in the subsequent MT. 3.5-8 When HELP is sent to a program, the program must respond with an MT CCS-286 message, whether or not the subscriber is subscribed to the program, and whether the program is a subscription program or not. HELP must always result in a response. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 59 of 165 © 2011 Mobile Marketing Association
Cross Carrier Examples: FTEU Examples Legend EXAMPLE: FTEU Single Opt In Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  Lenders Bank daily bank balance alerts. Service Description/Cost  Txt 'balance' to 43210 to get daily bank balance. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Frequency of messaging  Get 1 msg/day. Step 1: User responds to call of action and sends MO “balance”. Step 2: Confirmation MT User receives the following MT Message: Free message declaration  Free msg: Service description  Thanks for joining Lenders Bank daily bank balance alerts. Frequency of messaging  Get 1 msg/day. How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Step 3: MT Alert User receives the following MT Message: Free message declaration  Free msg: Alert  Lenders Bank - The balance for account #009221 is $12,998.23. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 60 of 165 © 2011 Mobile Marketing Association
Free to End User Cross Carrier Standards Matrix This matrix is designed to give a high level overview of the programs allowed, by Carrier. These programs must comply with the CBP Guidelines and are still subject to review and approval by the Carrier. Y = Allowed N/A = Not Available Free To End User (FTEU) Services N = Not Allowed CBC = Case by Case Basis Service Type/Requirement Frequency Verizon AT&T T-Mobile Sprint Alerts (Single Opt In) One Time Y Y Y Y SMS2TV/pTV One Time CBC Y Y CBC Mobile Banking Ongoing CBC Y Y CBC Mobile Advertising Ongoing CBC CBC CBC CBC Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 61 of 165 © 2011 Mobile Marketing Association
Verizon Provisioning Section Standard MMA Id Additions to VZW-01 VZW BP VZW Best Practices – Additions to the VZW BP Guidelines – Guidelines Dated June 12, 2009 – Revised December 15, 2009 Proper Disclosure To Consumers – Programs that include any premium charges must disclose: (1) any premium charges associated with the program including whether any charges are recurring and (2) the nature of the program, including the type of content delivered to the consumer’s mobile device. This disclosure must be clear and conspicuous throughout all marketing materials including on-line, print, or television advertisements, throughout any Internet sites associated with the program, and throughout the opt-in process. For example, programs such as an on-line quiz that require a subscription to a premium charge program to obtain the results of the quiz must include proper disclosures in any advertisements, on each web page associated with the quiz, and during the opt-in process in order to make the consumer aware that the actual program being offered is a premium charge program rather than an on-line quiz. For programs, such as on-line quizzes, in which non-messaging content is offered to consumers as an inducement to participate in a premium charge program, or in cases where a single delivery of content (for example: survey results, quiz results) is promoted in order to induce a consumer to opt-in to a subscription-based program, aggregators are required to: (1) disclose all affiliate marketing and websites within which the program will be advertised including keyword advertisements; (2) provide examples of the actual advertising used and/or text used in keyword advertisements; and (3) provide a fully operational website that details full consumer experience in conjunction with the program. In order for disclosures to meet the above-stated requirement of being clear and conspicuous, the actual nature of programs must not be obscured by unrelated, tangential material. For instance, a premium charge program that provides a ‘joke of the day’ subscription should not be advertised, positioned or promoted as something else (e.g., an IQ quiz, a way to find out the name of a secret admirer, etc.). Premium charge programs should not be operated on a ‘bait and switch’ basis where something like an IQ quiz is used as a ruse to lure consumers to opt-in to a completely unrelated premium charge program such as a ‘joke of the day’ subscription. The advertising, positioning and promotion of premium charge programs, including all affiliate Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 62 of 165 © 2011 Mobile Marketing Association
advertising and any associated web sites, must be focused primarily on the content to be provided in exchange for the premium charge and not on unrelated, tangential material. VZW Best Practices – Additions to the VZW BP Guidelines – Dated September 30, 2009 Repeat Offender Policy: Effective October 1, 2009, the following policy will be in effect with regard to functional program monitoring and advertising enforcement: o If a program is found to have the same Severity 2 rule violation in two out of three consecutive months (e.g. 1/2009 and 3/2009, or 2/2009 and 3/2009), then the campaign will be barred from acquiring any new Verizon Wireless subscribers for a period of 90 days, commencing within 3 business days after the second violation. o If a program is found to have the same Severity 2 rule violation as (1) above during the 90 penalty period, then the program will be terminated and all VZW users will be unsubscribed from the program. o Programs will be terminated with a 30 day “wind- down” period, during which VZW subscribers will be sent a termination MT in lieu of the renewal MT. o New programs from the affected content provider will be considered at the sole discretion of Verizon Wireless after a 90 day period from the last VZW user being unsubscribed. Advertising Disclosure Requirements: Effective November 1, 2009, the following policy will be in effect: 15) Website Call to Action (CTA) for Premium Charge Programs – The requirements listed below apply to any web page, whether hosted by affiliate marketers, content providers, aggregators or any other party, that contains a material representation, or CTA, about a premium charge program. A material representation includes, without limitation, any information about the type, quantity, quality or cost (or lack thereof) of content accessible through the program.  The pricing and billing frequency must be displayed prominently in the CTA on the web page, including any web page where the user enters their cell phone number AND on the PIN code page (if a PIN is used). At least one pricing and billing period disclosure will be 12 point font and have a 125 color contrast value (using the W3C brightness formula). The above listed advertising disclosure placement must be within 125 pixels above or below or to the right or left of the cell number submit and P.I.N. submit fields. The price point must be numerical including the dollar sign (i.e. $9.99 per Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 63 of 165 © 2011 Mobile Marketing Association
month). A reasonable person reviewing the web page should be able to readily notice and understand the pricing and billing frequency associated with premium charge programs.  The CTA must not suggest that content, such as ringtones or sports ringtones are available to customers of VZW, if no such content is available through the program. To the extent the content available to customers of VZW is different than that available to the customers of other carriers, this must be made clear in the CTA. To the extent the CTA indicates that specific content is available, such as ringtones or wallpaper for the Atlanta Braves, then such content must be available. If alternative wireless content is available, this disclosure must be 20 or less pixels from the primary offer description and no less than one half the font size for the primary offer (i.e. Get 10 Ringtones [ 50 font] or a Cool Text service [minimum 25 font].)  A summary of the terms and conditions, or the full text of the terms and conditions, must be displayed, with a minimum of three lines of text above the fold (if there are more than three lines of text to the terms and conditions) on the page where the user enters their cell phone number AND on the PIN code page (if PIN is used). It is not acceptable to have only a link to the terms and conditions.  The terms and conditions must also include pricing disclosures, subscription disclosures, instructions on how to opt-out of/cancel the program, get Help, describe the billing method description (charges will appear on their wireless bill or be deducted from their prepaid balance on your cellphone account), billing frequency, and disclose that Msg&Data Rates May Apply. VZW Best Practices – Additions to the VZW BP Guidelines – VZW-02 Dated June 12, 2009 Proper Disclosure To Consumers – Programs that include any premium charges must disclose: (1) any premium charges associated with the program including whether any charges are recurring and (2) the nature of the program, including the type of content delivered to the consumer’s mobile device. This disclosure must be clear and conspicuous throughout all marketing materials including on-line, print, or television advertisements, throughout any Internet sites associated with the program, and throughout the opt-in process. For example, programs such as an on-line quiz that require a subscription to a premium charge program to obtain the results of the quiz must include proper disclosures in any advertisements, on each web page associated with the quiz, and during the opt-in process in order to make the consumer aware that the actual program being offered is a premium charge program rather than an Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 64 of 165 © 2011 Mobile Marketing Association
on-line quiz. For programs, such as on-line quizzes, in which non-messaging content is offered to consumers as an inducement to participate in a premium charge program, or in cases where a single delivery of content (for example: survey results, quiz results) is promoted in order to induce a consumer to opt-in to a subscription-based program, aggregators are required to: (1) disclose all affiliate marketing and websites within which the program will be advertised including keyword advertisements; (2) provide examples of the actual advertising used and/or text used in keyword advertisements; and (3) provide a fully operational website that details full consumer experience in conjunction with the program. Mobile VZW Best Practices – Additions to the VZW BP Guidelines – VZW-03 Banking/Commer Dated September 29, 2008 ce/Payments *These guidelines supersede prior published guidelines dated June 23, 2008. Allowable Content: Content of the types indicated below may be delivered via short code-based mobile banking messaging programs for purposes of alerts, notifications and core banking services such as intra-bank transfers among accounts of a single bank customer. Banks may offer mobile banking service only to their own customers. Personally identifiable information, however, must not be included in messages. Some examples of personally identifiable information include, but are not limited to, account number, credit card number, billing address, expiration date, SSN, etc. or a combination of these. The last 4 digits of credit card numbers, bank account names and bank customer designated account names may be allowed at the discretion of VzW:  Core banking, brokerage and investment services may be allowed if they fall under any of the categories below: o Alerts and notifications related to account balances and transaction histories as long as they do not contain any personally identifiable information per above. o “Call me back” request related to promotions or offers from the banks on an opt-in basis. o Account alerts and reminders related to low balance, fraud alerts, authentication message and bill payment reminders. o Money transfers between multiple accounts within the same bank and that belong to the same bank customer, but not money transfers among different banks and/or different bank customers. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 65 of 165 © 2011 Mobile Marketing Association
Enrollment: Customers must enroll for mobile banking access with their bank or financial institution using a secured enrollment option to enable opt- in to short code-based mobile banking messaging programs, including an option to opt-out at any time. Industry guidelines will apply to all such programs. Customers should not be able to use mobile banking without enrollment with their bank or financial institution. Banks or their application providers must store opt-in consent for all customers who have opted in to their short code-based messaging programs and they must also record opt-out timestamps when customers opt-out of such programs. Security, Privacy and Fraud Control: Banks, financial institutions and their application providers must (i) ensure that any technology used for short code-based mobile banking messaging programs is secure, (ii) have controls in place to protect bank customer privacy, confidentiality and the integrity of customer information and (iii) employ anti-fraud mechanisms for detecting fraudulent transactions or unusual transaction patterns related to these programs. Customer Care: Banks should implement customer support for mobile banking and would be responsible for any customer complaints and issues related to transaction disputes. Bank customers must be notified of help information for all such issues by the bank during the enrollment process. Mobile Commerce/Payments:  Payment support services alerts and notifications may be allowed if they fall under any of the categories below: o Account balance, available credit and transaction alerts for payment support services, but inter-bank money transfers, bill payment using sms, and/or adding value to loyalty cards will not be allowed. o Notification for approval for card purchase but the use of SMS to apply for new services such as a credit card, sign ups for financing offers or opening new accounts will not be allowed.  SMS merchant services may be allowed if they fall under any of the categories below: o Notification for placing purchase orders online, but payment for online goods purchased using SMS as the billing mechanism will not be allowed except purchases of digital content for wireless devices (ringtones, wallpapers, Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 66 of 165 © 2011 Mobile Marketing Association
alerts etc) will be allowed. o Order status alerts for shopping cart and reminders for purchase orders. URL Submissions VZW Best Practices – Additions to the VZW BP Guidelines – VZW-04 Dated June 23, 2008 If a content provider modifies the list of URLs (add or delete) for an existing program, including any URLs by marketing affiliates or other third parties to drive consumers to the URLs of a content provider, they should receive prior approval of the URLs of a content provider by submitting the changes to Product Development. All URLs require prior approval before they can be used in connection with a program. There is no need to clone the program. Product Development will update the CAT tool with the new URL list. For new programs, the content provider should include a full list of URLs on page 1 of the CAT tool application. White Label For both Standard and Premium campaigns, content VZW-05 Solutions providers/aggregators must provide full disclosure of all keywords and URLs. Also, a complete list of all content providers associated with the campaign must also be provided. If new content providers are added after launch, the CAT tool application should be cloned and resubmitted for approval. Single Host Content provider must be the single host of all pages which require VZW-06 a mobile number submittal or PIN entry. Content provider shall not grant access for any third party to be able to alter offer pages in a production environment. Legacy programs must be compliant with this requirement within 60 days (i.e., by August 23, 2008). Single Opt-In by Content provider/aggregator must record and store all single opt-ins VZW-07 Web, IV or and maintain the records of those opt-ins for at least one year past Handset the date of the associated opt-outs. Double Opt-In Content provider/aggregator must record and store all double opt- VZW-08 by Web, IVR or ins and maintain the records of those opt-ins for at least two years Handset past the date of the associated opt-outs. Opt Out (STOP) Content provider/aggregator must record and store all opt-out VZW-09 transactions for at least one year past the date of the opt-out. Spending Cap VZW spending cap limits are based on a calendar month based on VZW-10 Limits the date of initial opt-in. For example, if a user signs up on April 4th, the spending cap for the month will be calculated until April 30th. Spending cap limits for subsequent months shall restart the 1st day of each calendar month. Subscriptions For all premium charge subscription programs, VZW requires the VZW-11 Renewal following: Reminder A reminder must be sent to the participating subscriber’s handset, 3-5 days prior to renewal, containing program name, short description of program, advice of charge, frequency of content delivery (i.e.3msg/wk), renewal date xx/xx/xx, opt out information, and HELP information. Contests and If a program incorporates either a contest or sweepstakes, the VZW-12 Sweepstakes requirements described below apply.* 1) Contests – A contest is promotional mechanism that includes a Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 67 of 165 © 2011 Mobile Marketing Association
prize and a game of skill. A premium charge can be assessed to enter a contest, but there cannot be an element of chance. a. Any contest that is associated with a program must be approved in advance by VZW. This can be accomplished at the time a new program is submitted or by modifying an existing program to include a contest. b. Content provider/aggregator must submit a complete copy of the rules for the contest. The rules cannot be generic (e.g., covering multiple contests of a particular type that may be run in connection with a program), but must relate to an actual contest. The rules must include, at a minimum, the name and contact information for the contest sponsor, any eligibility restrictions applicable to participants or winners (e.g., age, state of residence, etc.), a description of means of entry, a description of the prize(s), the method for awarding the prize(s), the date(s) the prize(s) will be awarded, a description of how the winners will be contacted and a method for obtaining a list of winners. The rules must be prominently located on the web site associated with the contest. c. The prize(s) must be age appropriate (e.g., contests open to 13 year olds should not include a trip to Las Vegas as a prize). d. A legal opinion must also be provided that describes how the contest qualifies as a game of skill and how all elements of chance have been excluded from the contest. 2) Sweepstakes – A sweepstakes is a promotional mechanism that includes a prize and a game of chance. A premium charge can be assessed to enter a sweepstakes subject to the following requirements. a. Any sweepstakes that is associated with a program must be approved in advance by VZW. This can be accomplished at the time a new program is submitted or by modifying an existing program to include a contest. b. Content provider/aggregator must submit a complete copy of the rules for the sweepstakes. The rules cannot be generic (e.g., covering multiple sweepstakes of a particular type that may be run in connection with a program), but must relate to an actual sweepstakes. The rules must include, at a minimum, the name and contact information for the sweepstakes sponsor, any eligibility restrictions applicable to participants or winners (e.g., age, state of residence, etc.), a description of means of entry, a description of the prize(s), the method for awarding the prize(s), the date(s) the prize(s) will be awarded, a description of how the winners will be contacted and a method for obtaining a list of winners. The rules must be prominently located on the web site associated with the sweepstakes. c. The prize(s) must be age appropriate (e.g., Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 68 of 165 © 2011 Mobile Marketing Association
sweepstakes open to 13 year olds should not include a trip to Las Vegas as a prize). d. Any sweepstakes involving a premium charge must include an alternate free method of entry, such as a mail in or web entry option, and must prominently indicate that no purchase is necessary to enter or win. Any sweepstakes involving a premium charge must also provide entrants with something of tangible, commensurate value in exchange for the premium charge (e.g., ringtone, wallpaper, etc.). The premium charge to enter a sweepstakes cannot vary. *These guidelines supersede prior published guidelines Superseded by VZW-13 VZW - 3 Mobile Giving CTIA and its industry partners have created a task force to examine VZW-14 mobile charitable giving and to develop best practices for implementation and ongoing support. VZW expects that process to be quick and to address issues important to charities as well as to citizens who deserve to know their contributions are having the impact they intended. VZW will consider new requests to enable mobile giving programs once the industry adopts best practices. Peer to Peer Peer-to-peer programs enable person-to-person messaging where VZW-15 Communication message recipients, initially, have not opted-in to the program. These programs are sometimes referred to as word of mouth marketing or viral programs and are distinguished from other social networking programs, such as chat programs, where messages are sent only to those who have opted-in to the programs. Until the MMA establishes parameters for peer-to-peer programs that are acceptable to VZW, VZW will review such programs on a case-by- case basis and will only approve those programs if they are standard rate programs, the recipients of messages are able to determine who sent the messages and the recipients of messages are provided an acceptable measure of control over their receipt of messages. Superseded by <rule superseded> VZW-16 VZW - 01 Section Standard MMA Id VZW Best Practices – Additions to MMA Consumer Best VZW-17 Practice Guidelines – Dated November 9, 2007 Daily Pricing – VZW has instituted a maximum daily pricing cap of $0.32. New programs need to adhere to the new policy immediately. New programs that are submitted with daily pricing over $0.32 per day ($10 per month) will be returned by Business Development through the CAT tool. The Content Provider will need to revise the daily price point and message flow and resubmit the program. Legacy programs need to transition to this daily price cap by December 10, 2007. VZW Best Practices – Additions to MMA Consumer Best VZW-18 Practice Guidelines – Dated July 16, 2007 1) Keywords – If a Content Provider modifies the list of keywords Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 69 of 165 © 2011 Mobile Marketing Association
(add or delete) for an existing program, they should submit the changes to Product Development. There is no need to clone the program. Product Development will update the CAT tool with the new keyword list. For new programs, the Content Provider should include a full list of keywords on Page 1 of the CAT tool application. Superseded by VZW –12 3) Monthly Subscription Pricing – VZW has instituted a maximum monthly subscription pricing cap of $10. New programs need to adhere to the new policy immediately. New programs that are submitted with subscription pricing over $10 will be returned by Business Development through the CAT tool. The Content Provider will need to revise the price point and message flow and resubmit the program. Legacy programs need to transition to this subscription price cap by September 27th 4) Customer Care – Content Providers should no longer put Toll Free Help number on the bill face descriptor. Aggregators need to update “Purchase Names” to exclude/remove Toll Free Help numbers on the VZW bill face by September 27th. 5) Request for 3rd party information - VZW will not accept any program that allows the user to increase their odds of winning by providing third party information, especially without the third party’s explicit consent. 6) Content Ratings – Content providers must provide a Content Rating with all new program submissions. The Content Ratings should adhere to the guidelines presented by VZW. Legacy programs must be rated by August 1, 2007. 7) Urgent Alerts - Alert notifications should not have an “Urgent” status unless they are critical breaking news. For example, a program notification for TV shows is not urgent. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 70 of 165 © 2011 Mobile Marketing Association
VZW Examples Compliance Matrix Chart: Initial Opt In (First MT) VZW-EG-01 Subscription SMS Web Opt Advert- Billing Opt In In ising Reminder Standard WAP (pin message) Program Sponsor X X X X X Program Name/Description X X X X X Sponsor contact/Help X X X X X Price X X X X X Subscription Duration X X X X X X Opt-Out Instructions (VZW req. use of word "STOP") X X Billed to Wireless Bill or deducted from prepaid account X Msg&Data Rates May Apply x x Service availability on carrier by carrier basis X Renewal date X MTC - age x (where qualifier applicable) X = required Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 71 of 165 © 2011 Mobile Marketing Association
Confirmation MT VZW-EG-02 *SMS Opt In *Web Opt In Confirmation Confirmation WAP Program Sponsor X X X Program Name/Descript ion X X X Sponsor contact/Help X X X Price X X X Subscription Duration X X X Opt-Out Instructions X X X Verizon Certification Certification process overview to be provided by VZW in future revision. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 72 of 165 © 2011 Mobile Marketing Association
Verizon Audit Rule ID Category Name Description Severity 1 GENERAL CONDUCT The active program Compare the actual program to the matches the description program description in the PMP. You of the approved program do not need to be fully opted in to 3 complete this test ACTION: Review PMP details, text HELP to short code on phone & review site. 2 GENERAL CONDUCT Only approved programs Only approved (as described in PMP) offered to VZW programs offered to VZW subscribers subscribers. It is acceptable for a site to list programs other than the one you are testing as long as they are 3 approved (to confirm see View Programs - note that site may include programs for different codes as well, which is acceptable). ACTION: Check website. 3 GENERAL CONDUCT Website operational Website operational ACTION: Check 3 URL. 4 GENERAL CONDUCT Website does not Website does not misrepresent misrepresent VZW's VZW's participation in a program or participation in a misuses VZW logos (must be Verizon 3 program or misuses VZW Wireless not Verizon) ACTION: Check logos (must be Verizon website. Wireless not Verizon) 5 GENERAL CONDUCT There is customer care There is customer care contact info contact info on site or in that matches info in PMP ACTION: text that matches the Active test on phone (HELP), check 3 info in the approved website. program 6 GENERAL CONDUCT VZW is supported as a VZW is supported as a carrier carrier ACTION: Check website to see if VZW is listed as a supported carrier (with correct logo or not - if wrong logo 3 usage, fail under that question only). Send HELP and keyword to short code. 7 GENERAL CONDUCT Program is active Program is active. ACTION: Send HELP (for phone opt-in, send HELP 3 and keyword) to short code; check website. 8 GENERAL CONDUCT No error messages are No error messages are received; received; content content downloaded as expected. 3 downloaded as expected ACTION: Opt into program; check phone for content. 9 DOUBLE OPT-IN The information returned The information returned must not 3 must not refer to another refer to another short code ACTION: Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 73 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity short code Check all MTs on phone, check website. 10 DOUBLE OPT-IN Premium rate services Premium rate services and all and all subscription subscription services must have a services must have a double opt-in before content delivery double opt-in before or premium billing event (web and 3 content delivery or phone may both be used) ACTION: premium billing event Send keyword to short code; check (web and phone may phone. both be used) 11 DOUBLE OPT-IN Short code services must Short code services must not be not be priced other than priced other than as stated in the as stated in the approved PMP ACTION: Send HELP and 3 program description keyword to short code; check website. 12 DOUBLE OPT-IN Short code services must Short code services must not use opt- not use opt-in/opt-out in/opt-out language that varies from language that varies from the approved program description. 3 the approved program ACTION: Active test on phone (HELP), description check website. 13 DOUBLE OPT-IN Double opt-in MT must Double opt-in MT must display: display: program sponsor program sponsor | contact details - | contact details- phone, phone, URL or HELP | program 3 URL or HELP | program name/description. ACTION: Send name/description keyword to short code; check double opt-in MT. 14 DOUBLE OPT-IN Double opt-in MT must Double opt-in MT must display price 3 display price ACTION: Check double opt-in MT. 15 DOUBLE OPT-IN Pricing must be Pricing must be presented in terms of presented in terms of "Daily" or "Monthly" (not weekly) "Daily" or "Monthly" (not amounts NOT TO EXCEED $10 3 weekly and NTE $10 monthly or $0.32 DAILY. ACTION: monthly or $0.32 DAILY) Active test on phone. 16 DOUBLE OPT-IN Opt-in message must Opt-in message must include include "Msg & DATA "Msg&Data Rates May Apply" RATES MAY APPLY" ACTION: Check double opt-in MT. As 3 of OCT 1,2009 "Msg&Data Rates May Apply" 17 DOUBLE OPT-IN Double opt-in process Double opt-in process must display must display notice that notice that charges will appear on charges will appear on their wireless bill, or be deducted their wireless bill, or be from the prepaid balance for web opt 3 deducted from the in only ACTION: Active test on web prepaid balance for web only opt in only Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 74 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 18 CONTESTS If the offering is a contest Contest = game of skill with a prize - - must be based upon not based on chance. Premium skill not chance, prize charge to enter is acceptable. If the must be something of offering is a contest than something 2 value other than of value must be offered to the unauthorized prizes such subscriber other than unauthorized as alcohol and tobacco. prizes such as alcohol and tobacco. ACTION: 19 WEB SIGN-UP Program description Program description accurate during accurate during any any interactions of opt-in process 3 interactions of opt-in ACTION: Check website. process 20 WEB SIGN-UP When entering phone When phone number or number or PIN/password, user is conspicuously PIN/password, user is informed that by entering code user 3 conspicuously informed is agreeing to T&Cs ACTION: Check that by entering code website. user is agreeing to T&Cs 21 WEB SIGN-UP Web based opt-in must Web based opt-in must specify specify charges, duration correct pricing, duration of of subscription details subscription details (daily or monthly 3 (daily or monthly only), only), opt-out details and info that opt-out details, charged offering will be charged to cell phone to cell phone bill ACTION: Check website. 22 WEB SIGN-UP Identity of program Identity of program sponsor must be sponsor must be clearly clearly stated during web opt-in 3 stated during web opt-in ACTION: Check website. 23 WEB SIGN-UP PIN/password entry on PIN/password entry on website must website must not require not require multiple attempts while multiple attempts while program is being advertised ACTION: 3 program is being Check website. advertised 24 WEB SIGN-UP Confirmation MT sent to Confirmation MT received & must user and must include: include all info: program sponsor | program sponsor | program name/description | contact program info/HELP |price | opt-out info| name/description | Msg&Data Rates May Apply| 3 contact info/HELP| price subscription duration (if applicable) | opt-out info ACTION: Check phone. |subscription duration (if applicable) 25 WEB SIGN-UP The PIN or "reply Yes" The PIN or "reply Yes" type text must type text must be listed be listed after the price. The PIN after the price. PIN message must include all info: message must include: program sponsor| program 3 program sponsor name/desc | contact info/HELP | |program name/desc | price | subscription duration (if contact info/HELP |price applicable) ACTION: Check phone. | subscription duration (if Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 75 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity applicable) 26 PRIVACY No credit card or No credit card or financial financial information is information is required or requested required or requested for for PSMS 2 PSMS offerings offerings ACTION: Check phone and website. 27 HELP Services must provide BEFORE AND AFTER signing up for an help info to subscribers offering, services must provide help who send a text message info to subscribers who send a text containing the word HELP message containing the word HELP. If a service employs multiple keywords, 3 help should pertain to the service the subscriber has subscribed to or a menu should be presented ACTION: Send HELP to short code before and after opt-in 28 HELP HELP info must provide: HELP info must provide: sponsor sponsor name | contact name | contact info - phone and/or info - phone and/or URL| URL | program description | pricing program description terms | opt out info| Msg&Data |pricing terms | opt out Rates May Apply. If multiple info programs are running on the code 3 the subscriber can be directed to a web or wap site or a toll free number to obtain assistance as long as basic info such as pricing is in the help message. ACTION: Send HELP to short code after opt-in; check phone. 29 HELP HELP must be available HELP must be available from phone from phone contact contact number or website listed in 3 number or website listed HELP MT ACTION: Call number in HELP message provided, check website. 30 CHAT Chat service must not Chat service must not contain any contain any adult adult oriented chat/sex service unless 2 oriented chat/sex service it is rated M18+. ACTION: Active test unless it is rated M18+ on phone/website. 31 CHAT For matching services in For matching services in which match which match messages messages are billed at premium are billed at premium rates, an additional opt-in (beyond rates, an additional opt- the double opt-in) is required before 3 in (beyond the double match messages may be sent to the opt-in) is required before subscriber ACTION: Active test on match messages may be phone. sent to the subscriber Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 76 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 33 CHAT Chat members must have Chat members must have the ability the ability to block and to block and report participation by report participation by members who are abusive, members who are threatening, etc. (not applicable if abusive, threatening, the service is an expert service where 3 etc.- NOT APPLICABLE an operator is the only person the FOR EXPERT/OPERATOR customer interacts with - e.g. love SERVICES coach, fortune teller, etc.) ACTION: Check website. 34 CONTINUATION Following every $25 in Following every $25 in premium premium charges within charges within a single month of a single month of service, service, subscribers must renew their subscribers must renew opt-in before the service can their opt-in before the continue (MORE, CONTINUE and 3 service can continue other program keywords are considered affirmative responses) until a $100 monthly max is reached ACTION: Active test on phone. 35 CONTINUATION The continuation The continuation message must state message must state the the exact cumulative dollar amount exact cumulative dollar charged so far in the month of amount charged so far in service (it is not sufficient to state the 3 the month of service (it is number of messages only) ACTION: not sufficient to state the Check phone. number of messages only) 36 CONTINUATION HELP and STOP info HELP and STOP info must appear in must appear in the the continuation message ACTION: continuation message 3 Check continuation message on phone. 37 CONTINUATION If a subscriber has not If a subscriber has not performed an performed an opt-in opt-in renewal (paused status), no renewal (paused status), additional premium charges must be 3 no additional premium applied to the subscriber ACTION: charges must be applied Passive test on phone. to the subscriber 38 CHAT Matching services must Matching services must not send not send more than 2 more than 2 premium match premium match messages or 5 standard messages to 3 messages or 5 standard a subscriber within 24 hours ACTION: messages to a subscriber Active test on phone. within 24 hours 39 OPT-OUT A subscriber immediately A subscriber immediately terminates terminates a service and a service and all future messages all future messages from from the service by sending text the service by sending message containing the word STOP 2 text message containing (not case sensitive) ACTION: Send the word STOP (not case STOP to short code, check phone. sensitive) Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 77 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 40 OPT-OUT Messages with STOP Messages with STOP followed by a followed by a space and space and non-keyword text (typical non-keyword text (typical of auto signatures) must not prevent 2 of auto signatures) must opt-out from occurring ACTION: Send not prevent opt-out from STOP plus non-keyword text to short occurring code; check phone 41 OPT-OUT Services must treat the Services must treat the following following words as words as identical to STOP: END, identical to STOP: END, CANCEL, UNSUBSCRIBE, QUIT 3 CANCEL, ACTION: Send END, CANCEL, UNSUBSCRIBE, QUIT UNSUBSCRIBE or QUIT to short code; check phone. 42 OPT-OUT A subscriber must A subscriber must immediately immediately terminate terminate ALL services associated ALL services associated with a short code when the word ALL with a short code when follows STOP (or a STOP alternative 3 the word ALL follows word) ACTION: Active phone test STOP (or a STOP (STOP ALL, END ALL, QUIT ALL, alternative word) UNSUBSCRIBE ALL). 43 OPT-OUT If a service employs If a service employs multiple multiple keywords, STOP keywords, texting STOP must result in must pertain to the stopping either the subscriber's most subscriber's most recently used service or all services recently used service, all subscribed to on that code. 2 services, or a menu must Alternatively, a menu may be be presented presented listing subscribed to service so user may select which to cancel. ACTION: Active phone test (STOP keyword). 44 OPT-OUT The service must send a The service must send a STOP STOP acknowledgement acknowledgement message to the message to the subscriber indicating the specific 2 subscriber indicating the service that has been stopped specific service that has ACTION: Check phone. been stopped 45 OPT-OUT User must not receive User must not receive premium rate premium rate messages messages after opt-out confirmation 2 after opt-out ACTION: Passive monitoring on phone. 58 CONTINUATION At the time of At the time of subscription renewal subscription renewal (but (but at least once per month), a at least once per month), renewal message must be sent to the a renewal message must subscriber (may be included in 2 be sent to the subscriber program-specific messaging, but must coincide with the subscription anniversary) 59 CONTINUATION The periodic reminder The periodic reminder must identify must identify the the program name, short description 3 program sponsor of program, pricing, billing frequency Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 78 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity of content, opt-out and help/contact info 60 BILLING The periodic reminder The periodic reminder must state must state that the that the service is a recurring service is a recurring subscription. ACTION: Passive subscription. monitoring on phone (you must receive a text message at the end of 3 the subscription period that asks if you want to renew & that states that the service is a recurring subscription) 61 BILLING The periodic reminder The periodic reminder must indicate must indicate the billing the billing interval and fee structure 3 interval and fee structure ACTION: Passive monitoring on phone. 62 BILLING The periodic reminder The periodic reminder must provide must provide opt-out opt-out instructions ACTION: Passive 3 instructions monitoring on phone. 63 BILLING Billing intervals must not Billing intervals must not exceed one exceed one month (only month (only daily and monthly daily and monthly intervals are permitted) ACTION: 3 intervals are permitted) Active test on phone (HELP), check website. 64 BILLING There is no minimum There is no minimum period for any period for any subscription service (subscriptions subscription service may be canceled at any time), pro- 3 (subscriptions may be ration not required. ACTION: Passive canceled at any time), monitoring on phone; website check; pro-ration not required. monthly statement check 65 BILLING Charges on bill must Charges on bill must match bill face in match bill face PMP. Support numbers must not be description for approved listed on bill face. ACTION: Verify on 3 program. Support billing statement the following numbers must not be month. listed on bill face. 66 BILLING Charges must be listed Charges must be listed separately for separately for each each transaction that content was transaction that content successfully delivered ACTION: Verify 3 was successfully on billing statement the following delivered month. 67 BILLING There must be no There must be no charges for content charges for content that that is not delivered ACTION: Verify 2 is not delivered on billing statement the following month. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 79 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 68 BILLING There must be no There must be no premium charges premium charges for for administrative type messages administrative type such as setting up a subscriber 2 messages such as setting profile, help or opt out ACTION: up a subscriber profile, Verify on billing statement the help or opt out following month 69 BILLING There must be no There must be no premium charge premium charge for opt- for opt-out acknowledgement 2 out acknowledgement message ACTION: Verify on billing message statement the following month. 70 BILLING The program is exempt The program is exempt from double from double opt in opt in requirements (PASS MEANS requirements (PASS PROGRAM IS EXPEMPT FROM 3 MEANS PROGRAM IS DOUBLE OPT IN). ACTION: EXPEMPT FROM DOUBLE OPT IN) 86 GENERAL CONDUCT Content Standards - Illegal Content 1 Illegal Content 87 GENERAL CONDUCT Content Standards - Inclusion of M18+ Content 2 Content Rating M18+ 88 GENERAL CONDUCT Content Standards - Non- Inclusion of other excluded content classification or inappropriate content or as detailed in Verizon Wireless’ General, 2 User Generated or Short-Code Messaging Content Guidelines 89 GENERAL CONDUCT Content Rating - Other Inaccurately rated C7+, T13+, or 3 YA17+ content. 92 GENERAL CONDUCT Confirmation MT sent to Confirmation MT received and must user and must include: include: program sponsor | program program sponsor | name/description | sponsor contact program info/help| price | opt-out info name/description | |subscription duration (if applicable) 3 sponsor contact ACTION: Check phone. info/help | price | opt- out info | subscription duration (if applicable) 99 GENERAL CONDUCT Missing Letter of Missing Letter of Assurance 2 Assurance 101 PRIVACY Mobile billing must only Mobile billing must only be used for be used for purchasing purchasing premium content for premium content for wireless devices. It must not be used wireless devices. It must for purchasing online goods or virtual not be used for goods (VZW does not allow 2 purchasing online goods micropayments) ACTION: Check or virtual goods (VZW website does not allow micropayments) Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 80 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 102 CONTINUATION If subscribed to multiple If customer is subscribed to multiple services, each service services, each service must provide 3 must provide its own its own renewal message renewal message 103 CONTINUATION A Reminder MT must be A Reminder MT must be sent to the sent to the participating participating subscriber's handset, 3- subscriber's handset, 3-5 5 days prior to Renewal message 2 days prior to renewal message 110 GENERAL CONDUCT Only approved Only programs that are approved can campaigns can be offered be offered to Verizon Wireless to Verizon Wireless subscribers. Opt-in must not be 3 subscribers enabled for programs that are NOT in Ready to Launch status. 113 GENERAL CONDUCT Repeat Offender VZW subscribers should not be able Campaign prevents new to opt-into Repeat Offender 2 VZW subscribers from campaigns. opt-in. 114 GENERAL CONDUCT IVR phone number is IVR phone number must be operational operational ACTION: Dial phone 3 number 46 ADVERTISING All ads and promos must All ads and promos must clearly state clearly state that a that a service is a recurring service is a recurring subscription and the subscription 3 subscription and the term must be clearly stated (daily or subscription term. monthly only). 47 ADVERTISING All ads and promos must All ads, and the approved website, provide a clear must provide a service description explanation of service(s) which clearly explains the product provided. being marketed (ex: You will receive ringtones, jokes, etc. to your phone). 3 Multiple services running on a single short code must be described separately with a clear delineation between said services. 48 ADVERTISING Advertising material Advertising material must not must neither misrepresent Verizon Wireless' misrepresent Verizon participation in a program. Wireless' participation in References to the company must be a program, nor use either "Verizon Wireless" or the 3 unauthorized references Verizon Wireless Logo. Examples of to the company. incorrect references include "Verizon" "VZW" or unauthorized logos. Supported Carriers must be fully disclosed. 49 ADVERTISING Mention that Std/other <Combined with Rule 50> charges may apply (New <deleted> language effective Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 81 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 1/1/2010: "Msg&Data Rates May Apply.") 50 ADVERTISING All required terms and The terms and conditions must conditions must be include pricing disclosures, clearly communicated to subscription disclosures, instructions the consumer. on how to opt-out of/cancel the program, get Help, describe the billing method description (charges 3 will appear on your wireless bill or be deducted from your prepaid balance on your cellphone account), billing frequency, and disclose that Msg&Data Rates May Apply. 51 <blank> <blank> <blank> <deleted> 52 ADVERTISING Opt-out info must be <Combined with Rule 50> clearly displayed in all ad, promo and help material; <deleted> the word "Stop" must appear in advertising and promo materials 53 ADVERTISING Services must not be A service cannot be promoted as Free presented as free if when premium fees are associated reasonable usage incurs with a subscription. If the word FREE 2 premium fees is used in promoting the service it must be accompanied by "WITH SUBSCRIPTION." 55 ADVERTISING Subscribers must be <Combined with Rule 50> informed that charges will appear on their <deleted> wireless bill, or be deducted from their prepaid balance 56 ADVERTISING Website/Advertising and Program advertising or its placement placement must not be should not be deceptive about deceptive about functionality, feature, or content of functions, features or the underlying program. Any content. premium charges associated with a premium program including whether charges are recurring and nature of the program, including type of content delivered to customer's 2 mobile device. This disclosure must be clear and conspicuous throughout all marketing materials including online, print, or TV advertisements, through out any internet sites associated with program, and through out opt in process. The CTA must not suggest that content is Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 82 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity available, if no such content is available through the program. 57 ADVERTISING Ads must not imply that Offering or implying content, which is unapproved content will in violation of Verizon Wireless’ be available content standards, is prohibited. Prohibited content includes (but is 2 not limited to): non-age appropriate sexual images, violence, drug use, hate speech. 71 ADVERTISING The service must disclose Website must disclose if a chat is if human operators are peer-to-peer, group (community) employed to participate chat, or with "Chat professionals." in chat Bots must not be used in chats. This 2 does not apply to registration, administrative chats or match services. 72 <blank> <blank> <blank> <deleted> 73 <blank> <blank> <blank> <deleted> 74 ADVERTISING The ad must not include There must not be an alternative an option to purchase payment method for premium SMS premium content via services. No credit card, social 2 credit card. security number or other financial information may be requested from end user. 75 <blank> <blank> <blank> <deleted> 76 ADVERTISING T&Cs not pre-checked Consumer must indicate their acknowledgement of T&Cs by manual selection of the T&Cs. Okay to have 3 on the phone number entry page or the PIN page. 77 ADVERTISING Service availability on <Combined with Rule 48> carrier by carrier basis <deleted> must be fully disclosed 78 ADVERTISING MKTG TO CHILDREN: The The language used in ads clearly language used in ads communicates the program offer in a clearly communicates the manner likely to be understood by 3 program offer in a the manner likely to be target market Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 83 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity understood by the target market 79 ADVERTISING MKTG TO CHILDREN: All All ads, when applicable, disclose ads, when applicable, clearly in the audio and visual that disclose clearly in the the program incurs a premium audio and visual that the charge, the actual charge, and the program incurs a fact that standard messaging fees 3 premium charge, the also apply actual charge, and the fact that standard messaging fees also apply 80 ADVERTISING MKTG TO CHILDREN: The The term “Free” is used only when no term “Free” is used only fees are associated with the program. when no fees are 3 associated with the program. 81 ADVERTISING MKTG TO CHILDREN: All All ads disclose clearly in the audio ads disclose clearly in the and visual that the subscriber must audio and visual that the be age 18 or older or have a parent’s subscriber must be age permission to participate 3 18 or older or have a parent’s permission to participate 82 ADVERTISING MKTG TO CHILDREN: All All ads disclose clearly the ads disclose clearly the subscription term, billing interval, subscription term, billing and billing method (i.e., wireless interval, and billing phone bill or prepaid balance 3 method (i.e., wireless deduction). phone bill or prepaid balance deduction). 83 ADVERTISING MKTG TO CHILDREN: All All ads disclose clearly the method ads disclose clearly the for canceling the program and advise method for canceling the subscribers that they may cancel 3 program and advise anytime subscribers that they may cancel anytime 84 ADVERTISING MKTG TO CHILDREN: All All ads cite a resource, such as a ads cite a resource, such website or a toll-free number, where as a website or a toll-free users can reference the program 3 number, where users can T&Cs reference the program T&Cs Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 84 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 85 ADVERTISING MIN/PIN entry pages MIN/PIN entry is only allowable on must be provided/hosted pages directly provided/hosted by by content provider, and the Content Provider. Iframes are represent only the acceptable, when the URL has been 2 program for which the listed in the approved program. consumer is requesting Affiliates and other third parties may, to purchase. in no way, alter the MIN/PIN entry page. 104 ADVERTISING The pricing and billing The MIN/PIN entry page should disclosure must be at include at least one pricing and billing least 12pt font and be disclosure of 12pt/16px/1em font or within a 125-pixel range larger within 125 pixels of the of the MIN/PIN entry MIN/PIN Entry page. field with no other text in 2 between except text related to pricing. No marketing. No cross-sell or up-sell. Nothing distractive from pricing. 105 ADVERTISING The pricing and billing The MIN/PIN entry page should disclosure closest to the include at least one pricing and billing MIN/PIN entry field must disclosure with a minimum color 2 have a minimum contrast contrast value of 125 (using the WC3 of 125. brightness formula). 106 ADVERTISING The pricing and billing disclosure placement <Combined with Rule 104> must be within 125 pixels <deleted> above or below or to the right or left of the CTA (MIN/PIN submit fields). 107 ADVERTISING Price points must be Pricing must be in numerical format published in numerical with a $ sign. (Example $9.99) 2 format with a $ sign. (Example $9.99, $.99) 108 ADVERTISING The Substitute program disclosure must be no Substitute program disclosure must 2 further than 20 pixels be no further than 20 pixels from from Primary Offer. Primary offer description. 109 ADVERTISING The substitute program disclosure font must be Substitute program disclosure must 2 no less than 50% of the be no smaller than one half the font Primary offer font size. size of the Primary offer description. 110 ADVERTISING Only approved CTA must not suggest that content, campaigns can be offered such as ringtones or sports ringtones to Verizon Wireless are available to Verizon Wireless, if subscribers. no such content is available through 3 approved program. Must state games are not offered to Verizon Wireless customers. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 85 of 165 © 2011 Mobile Marketing Association
Rule ID Category Name Description Severity 111 ADVERTISING The summary or full text of the terms and The top 3 lines of the Terms and conditions must be Conditions must be visible above the displayed with a fold, using a monitor resolution of 2 minimum of three lines 1024x768, with minimum chrome. A of text above the fold on hyperlink to T&Cs is not acceptable. the MIN/PIN page. 112 ADVERTISING Content may not be A program may not during opt-in advertised using "Stacked process redirect to another MIN or Marketing" techniques. provide additional keywords that 2 lead to other premium content other than the one subscribed. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 86 of 165 © 2011 Mobile Marketing Association
Sprint/Nextel Provisioning Supported Campaign Matrix Sprint Nextel Boost SMS Content - Ringer, All Aggregators Only specific aggregators Not supported Screensaver, Games who have been certified for downloadable binary delivery via Motorola Video downloads All Aggregators - file Not supported at this time Not supported at this limitations less than 200kb time Video Streaming Not supported at this time Not supported at this time Not supported at this time Chat All Aggregators All Aggregators All Aggregators Alert All Aggregators All Aggregators All Aggregators Vote All Aggregators All Aggregators All Aggregators Info All Aggregators All Aggregators All Aggregators MMS Only specific aggregators Not supported at this time Not supported at this who have been certified for time MMS connectivity thru PMG WAP Aggregators if MDN is Not supported at this time Not supported at this customer provided and not time passed by carrier systems otherwise only Bango - due to encryption libraries & secure MDN exposure to approved CPs. IVR Abbreviated Dialing Codes - Not supported at this time Not supported at this thru Verisign with time SingleTouch Full Track Trialing soon Not supported at this time Not supported at this Downloads time Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 87 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id Short Code New short code campaigns – Sprint, Nextel &/or Boost: SPR-21 Enablement Process  All new campaigns must have formal, complete program brief for review.  Identify if the intent of the campaign is political or controversial in nature.  WAP is not a currently supported functionality for any new or existing short code campaigns. Sprint is in a trial with 1 aggregator only. If/when this changes Sprint will advise.  Website and print collateral should be validated by the aggregator to be MMA compliant prior to submission. Sprint Nextel Boost logos should not be included on websites prior to approval of the campaign  Opt in use case needs to be specific – if keyword – define what the keyword(s) are, if website opt in, identify the website within the use case.  Submission of a campaign to Sprint Nextel does not constitute or guarantee approval of the campaign. Additional campaigns on existing short codes - Sprint, Nextel &/or Boost: All campaigns must have formal, complete program brief for review. Email changes using the template identifying the additional attributes to be included with the brief. Migrations – Sprint, Nextel &/or Boost SPR-22 Requests to migrate a short code from 1 aggregator to another require: 1) transfer letter from the content provider. 2) Sprint will expire the current campaign and communicate expiration date to current aggregator 3) Sprint will provide start date to the new aggregator. 4) Upon receipt of start date, new aggregator should process as NEW campaign submission. Sprint is not responsible to ensure the New aggregator has completed their submission process prior to provisioning cycle deadline. The short code will remain with the Current aggregator until the New aggregator has met all submission requirements. CSCA deactivations – Sprint, Nextel &/or Boost  Sprint receives weekly notification of short codes which have not been renewed at www.usshortcodes.com  Sprint will notify the aggregator partner of the intent to expire the short code on Sprint Nextel Boost networks and provide a renew by date.  Sprint will check CSCA the day after the renew by date. If paid, we will remove the short code from the expiration file, if not paid, the short code will be submitted to Sprint Nextel Boost networks for termination from the network during network CMC event.  If the short code is allowed to expire, proof of payment is Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 88 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id required prior to submission as NEW short code campaign within standard provisioning cycle timelines. Sprint/Nextel Certification Sprint/Nextel does not require certification for off-deck programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 89 of 165 © 2011 Mobile Marketing Association
Sprint/Nextel Audit Section Standard MMA Id Compliance MMA Consumer Best Practices compliance is the expectation for all SPR-23 Reporting and short code campaigns. Non-compliant short code campaigns should Audits expect consequences up to and including termination from Sprint Nextel Boost networks. Areas of compliance monitoring:  Collateral  Industry  MDN Recycling  Messaging errors destined to invalid or blocked Sprint MDN’s >25% failure rate  Billing errors destined to invalid or blocked Sprint MDN’s >25% failure rate  Billing/refund incidents Campaign SPR-24 Violations Content Policy All Campaigns follow MMA CBP guidelines and Code of Content. The SPR-25 following are additional Content Policy guidelines that Sprint enforces for 3rd Party Mobile Marketing campaigns: PORNOGRAPHY AND OBSCENITY: Pornography and Obscenity: We do not allow images and video content that contains nudity, sexually graphic material, or material that is otherwise deemed explicit by Sprint. Pedophilia, Incest and Bestiality: Users may not publish written, image or video content that promotes pedophilia, incest and bestiality. Commercial Pornography: We do not allow content that exists for the primary purpose of monetizing porn content or driving traffic to a monetized pornography site. Child Pornography: Sprint has a zero-tolerance policy against child pornography, and we will terminate and report to the appropriate authorities any aggregator who attempts to publish or distribute child pornography. HATEFUL CONTENT: Users may not publish material that promotes hate toward groups based on race or ethnic origin, religion, disability, gender, age, veteran status, and sexual orientation/gender identity. VIOLENT CONTENT: Users may not publish direct threats of violence against any person or group of people. COPYRIGHT: It is Sprint's policy to respond to clear notices of alleged copyright infringement. PRIVATE AND CONFIDENTIAL INFORMATION: Sprint does not allow the unauthorized publishing of people's private and confidential information, such as credit card numbers, Social Security Numbers, and driver's and other license numbers. IMPERSONATION: Sprint does not allow impersonation of others through our services in a manner that is intended to or does mislead or confuse others. UNLAWFUL USE OF SERVICES: Sprint's products and services should not be used for unlawful purposes or for promotion of dangerous and illegal activities. Your campaign will be terminated and you will be Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 90 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id reported to the appropriate authorities. SPAM, MALICIOUS CODES AND VIRUSES: Sprint does not allow spamming or transmitting malware and viruses. MDN Recycling Three areas will continue to be the areas of focus and require written SPR-26 Enforcement explanation: Repeat violations to the same MDN (day after day) Per Day – double digit violations for one MDN Multiple MDN occurrences (non voting campaigns) – mid-high double-digit per day, per content provider, per aggregator range Compliance Compliance Monitoring and Enforcement on the Sprint Network SPR-27 Monitoring and Enforcement on the Sprint Network As an integral part of initial program approval, before launch of a SPR-28 short code on its network, Sprint requires the aggregator to submit to support@psmsindustrymonitor.com a dedicated email address operated by the content provider to receive communications from the Sprint Compliance Team regarding, for example, login credentials. The content provider’s email address must be live 24/7, and any changes to that email address must be provided to support@psmsindustrymonitor.com at least 30 days before taking effect. This address must originate from a domain name registered to the content provider; free email services such as Gmail or Yahoo are unacceptable. The addresses support@psmsindustrymonitor.com and compliance@psmsindustrymonitor.com must be white listed. Compliance Compliance Monitoring Process SPR-29 Monitoring Every week, the Sprint Compliance Team evaluates programs Process operating on the Sprint network against audit standards published as the:  Sprint In-Market Short code Violations and Actions Required,  Sprint Standard Rate Short code Violations and Actions Required,  Sprint WAP Billing Violations and Actions Required,  Sprint Message Flow Short code Violations and Actions Required, and  Sprint Standard Rate Message Flow Short code Violations and Actions Required lists. Known collectively as the Sprint audit standards, these lists appear in appendices A through E. Appendix F contains a sample compliant message flow and approved abbreviations for use in SMS messages. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 91 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id The violations and actions required on the Sprint In-Market Short code SPR-30 Violations and Actions Required and the Sprint Standard Rate Short code Violations and Actions Required lists apply to landing pages, defined as Web pages having a text-in command or MIN-entry field. All required disclosures, as captured in these lists in the appendices, must appear on these pages along with the primary call-to-action. Sprint also requires jump pages with a PSMS call-to-action or quiz environment resulting in a PSMS offer to include all of the required disclosures on every page served to the customer. Moreover, the disclosures must appear in print, TV, and radio ads as well as on WAP sites and other sources of PSMS calls-to-action. The violations and actions required on the Sprint WAP Billing Violations and Actions Required list applies to the page in the WAP Billing application with the “Pay on my phone bill” button. The violations and actions required on the Sprint Message Flow Short code Violations and Actions Required and Sprint Standard Rate Message Flow Short code Violations and Actions Required lists apply to five SMS message types: PIN/Opt-In, Confirmation, Help, Renewal, and Opt-Out. Violations, with their actions required, are organized in all the Sprint audit standards in five categories: Program, Pricing, Subscription, T&Cs, Charges and Billing. Elements within program advertising creative and related message flows that violate these standards are classified as Severity 1, Severity 2, or Severity 3, based on the seriousness of the infraction, with Severity 1 the most egregious. Each short code associated with these advertisements and message flows is then grouped by media type (e.g., online, print, TV) and designated either “Pass” or “Fail,” with failures assigned the highest severity level as reflected in the audit. Compliance monitoring is ongoing, throughout 52 weeks of the year. Consequently, noncompliant advertisements intercepted in market at any time result in the related short code being cited, even if a previously open audit on that short code has just been closed. The descriptor “closed audit” simply means that the message flow or the advertisement or advertisements on that audit have been brought into compliance or are no longer in market; nevertheless, all violations cited on that audit still incur the prescribed penalty (e.g., loss of revenue share). The Sprint audit standards are updated regularly, and before the revisions take effect, the lists are distributed to the aggregators and content providers whose programs operate through the Sprint gateway. These updates are released at least 30 days before implementation. Please note that in some instances, and depending on the severity and risk level, immediate compliance might be mandated. Program Violation Notices To help content providers manage and correct violations cited on their advertising creative, Sprint distributes color-coded Program Violation Notices, or failure forms, each week. At the top of a failure form for an advertising audit is a unique audit number and the short code, Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 92 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id content provider, aggregator, number of total interceptions, and number of total unique interceptions as well as the notice date and the cure date. A red failure form indicates that the most serious violations committed on that short code are categorized as Severity 1. An orange failure form indicates that the most serious violations on the short code are categorized as Severity 2. And, a yellow failure form indicates all violations on the short code are categorized as Severity 3. Content providers and aggregators should consult the failure form for a complete list of violations committed on that short code and to learn what to do to bring the advertising into compliance with Sprint audit standards and Mobile Marketing Association (MMA) Consumer Best Practices (CBP). Below the list of violations and actions required are thumbnail images of each unique piece of advertising creative on that short code captured during the review period. For convenience, unique creative are organized and numbered in Groups with their duplicates. Therefore, the number of unique creative will correspond directly with the number of groups. Clicking on any thumbnail allows the user to view an itemized list of the specific violations on that individual unique creative and related duplicates, with severity levels and actions required to correct the violations. Clicking on the thumbnail just above the itemized list takes the user to a full-size screenshot or video clip of the creative as it appeared in market on the capture date. For online advertisements, the Intercept Location link leads to the actual Web site where the creative was intercepted. The URLs below the itemized list lead to related duplicate creative. In the event that the unique creative is an affiliate marketer's advertisement, the URLs titled “Page Links To” lead to the content provider’s advertisements to which the affiliate advertisement is related. Message flow failure forms are similar to advertising failure forms, with an image of the advertisement from which the flow was generated followed by the messages subject to audit. The user can access the related advertisement by clicking on this image and following the link. Below each message in the flow is an itemized list of the violations committed in that message with corresponding severity levels and actions required to correct the violations. Accessing Program Violation Notices Where WMC Global detects violations of the Sprint audit standards, both the content provider and the relevant aggregator receive a compliance notification via email containing a URL link or links to their Program Violation Notices. Although the PSMS Industry Monitor ticketing system sends URLs directly to content providers, all aggregators still retain responsibility for working with the content providers they manage to resolve violations. Aggregators can log into the PSMS Industry Monitor In-Market Monitoring Portal (IMM Portal) directly and view all violations on short codes associated with the content providers they manage. Content providers also can log into the IMM Portal but only to view their own Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 93 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id audit information. They access the details of their short code violations by clicking the URL link or links in the compliance notification email, entering their unique username and password when prompted, and clicking on the appropriate thumbnail images and links in the violation notice, which will take them to the relevant section of the portal or to the Internet. Both aggregators and content providers can access the IMM Portal at http://www1.psmsindustrymonitor.com/user/login. Content provider and aggregator staff who misplace their credentials or experience technical difficulties may reset their login credentials at http://www1.psmsindustrymonitor.com/user/requestReset or contact support@psmsindustrymonitor.com for assistance. Enforcement Enforcement Process SPR-31 Process The term enforcement simply refers to the process by which the Sprint Compliance Team works with aggregators and content providers to help them resolve outstanding audits by the noted cure date. Within 48 hours of issue of a Program Violation Notice, the aggregator SPR-32 or content provider must confirm via the Sprint compliance email address (compliance@psmsindustrymonitor.com) that all violations have been resolved. Q&A Process Q&A Process SPR-33 On receipt of a Program Violation Notice, or failure form, content providers who have questions should read this “Compliance Monitoring and Enforcement on the Sprint Network” document thoroughly; the answers, in most cases, will be found here. They can also refer to Appendix G, which contains an advertisement for ringtones, wallpapers, videos, and games that complies with all Sprint audit standards, including displaying pricing and subscription disclosure adjacent to the cell-submit field. In the unlikely event that uncertainty remains, good faith questions may be submitted to compliance@psmsindustrymonitor.com by replying to the ticket. The reply, which must preserve the ticket subject field, should pose specific questions or outline issues relating to the cited violations (noting failure form number and short code). Aggregators and content providers should appreciate that Q&A is a courtesy extended to them solely for the purpose of entertaining good faith questions and helping them understand how they may bring their advertising into compliance. The PSMS Industry Monitor ticketing system and support email are not a venue for arguing about the MMA CBP or Sprint audit standards or for winding down the clock. Therefore, users of the ticketing system should refrain from pasting sections of the MMA CBP into, or attaching documents to, email. The Sprint Compliance Team responds to content provider concerns SPR-34 based strictly on the published actions that Sprint requires to correct any given published violation. The Compliance Team is unable to address creative design issues, for example, or offer advice on how to lay out a Web page so it would meet requirements for placement of critical information such as pricing and subscription disclosure. Nor will the carrier or the Team review and approve revised advertising creative. Asking about the number or status of a content provider’s Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 94 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id violations monthly count also is inappropriate; therefore, questions of this nature will not be addressed. As often as not, careful reading of this entire document, including the relevant Sprint audit standards in the appendices, should suffice. The Compliance Team responds promptly to all Q&A messages. SPR-35 Generally, except in extreme circumstances, no extension is given on time to bring failed creative into compliance, regardless of Q&A status. Retests Retests SPR-15.5 Responsibility for advising the Sprint Compliance Team when either the requisite changes have been made or the offending advertisement or message flow has been removed from market resides with the content provider. After 48 hours have passed and the Compliance Team has received no such advice, one proactive retest is performed on the advertisement or message flow. If all advertisements or messages on a failure form have been brought into compliance on or before the designated cure date, the Sprint Compliance Team closes the audit and updates the audit status from Open to Closed in the IMM Portal. If the Compliance Team fails to receive confirmation, regardless of cause, and the content provider fails to take the actions required, the short code is subject to further action—up to and including loss of revenue share and de-provisioning from the Sprint network. In this case, the audit status is changed to Escalated. In the case of TV or print advertisements with longer production cycles, content providers may submit a retest request for a future release date. Or content providers who have been unsuccessful in their attempts to correct their other types of advertising or there message flows might require an additional retest or retests. Retest requests must be made in good faith, with a clear explanation of the changes implemented. Audits at this status are categorized as Pending Retest. Depending on the results of this retest, the audit status is updated to Closed or Retest Failed. Audits that remain in the Retest Failed state beyond the cure date will be reported along with Escalated audits for carrier action. Appeals Process Appeals Process SPR-36 Content providers who feel they have a legitimate claim may challenge an audit by responding appropriately to compliance@psmsindustrymonitor.com within 48 hours of receiving a Program Violation Notice. The email message should state explicitly why the content provider deems the audit incorrect and should include proof to validate this claim. Appeals must be directed at the application of violations to the specific audit in question; the legitimacy of the audit standards themselves is not open for debate. Although content providers are encouraged to include all details relevant to the appeal, this presentation should be a straightforward account of the facts with evidence. A multiple-page thesis is not the appropriate format in which to couch an appeal. The Sprint Compliance Team assumes primary responsibility for handling appeals as it does for compliance monitoring, enforcement, and Q&A. When necessary, the Team engages Sprint management personnel to resolve issues, but explanations the Team provides govern the appeals process. The outcome of the appeals process will Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 95 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id be validated on a per-creative basis at Sprint’s discretion. The descriptor “appeal valid” indicates that Sprint deems the content provider’s claim legitimate and that the relevant violation or violations are removed from the audit and, therefore, the month end count. “Appeal denied” indicates that Sprint has rejected the claim as unsubstantiated and that the prescribed penalty applies. Content providers who are dissatisfied with the outcome of their appeal may choose to take their claim directly to Sprint via their aggregator. The aggregator should use the appropriate form to raise audit-appeal issues with a Sprint representative, presenting it within seven days of the appeal denial. Penalties Penalties SPR-37 For purposes of determining penalties involving revenue share, at the end of every calendar month, the Sprint Compliance Team counts and categorizes all failed creative intercepted during that month. The Compliance Team reviews individually the screenshot of every piece of creative that failed an audit, assessing it subjectively and grouping it by visual similarities with other failed creative. In this way, multiple similar creative, necessarily cited for the same violations, are categorized as one failure even when their URLs might differ. This categorization produces results similar to the groups of duplicates that appear on failure forms, except the revenue share penalty is assessed over the entire month rather than weekly. For this calculation, message flows contain up to five distinct groups, one for each message type. A running tally of violations is kept for a given short code while reviewing relevant creative across all severity levels. Please note that Sprint neither considers nor accepts violation counts that aggregators suggest. In other words, Sprint determines all violation counts, which the carrier considers final. Compliance Compliance Timelines and Accountability SPR-21 Timelines and The Sprint audit standards express the violations encountered in Accountability advertising creative, message flows, WAP billing applications, and other sources of PSMS calls-to-action and among short codes operating through the Sprint gateway. These violations, which contravene Sprint policies and MMA CBP, are assigned a severity level—1, 2, or 3—corresponding to the seriousness of the violation. Each violation is also associated with an action that Sprint requires for the advertising campaign’s continued operation. Sprint expects content providers to respond to Program Violation Notices promptly:  Violations pertaining to adult content (Severity 1) must be resolved immediately on notification from Sprint. Content providers must remove from the Sprint network, without delay, creative that advertises adult content or implies availability of adult content for download to the mobile handset or to any other device or equipment.  All other Severity 1 violations as well as Severity 2 and Severity 3 violations must be resolved within 48 hours of distribution of URLs to Program Violation Notices to the aggregators and content providers. Content providers must take the specific actions required that are associated with their violations listed on the Program Violation Notices. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 96 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id Please note that in the case of online advertisements these violations SPR-22 and actions required apply to all forms of jump and quiz pages as well as to traditional landing pages. Moreover, although content providers need not own or manage the pages representing their offers, they nevertheless assume full responsibility for ensuring that their affiliate partners market their offers in a manner consistent with these documented standards. A content provider’s failure to comply promptly and completely with SPR-23 Program Violation Notices will result in Sprint’s swift action against both aggregator and content provider. Sprint reviews all open tickets weekly, including tickets at the Escalated and Retest Failed statuses. Failure to take corrective action within 48 hours of final notice from Sprint will result in short code suspension. Suspended short codes will remain suspended until all overdue tickets are brought into compliance. Consequences of repeated noncompliance include the following:  Aggregators will face financial penalties for failure to manage their content providers within these documented standards.  Content providers’ noncompliance with the action required for any violation, regardless of severity level, will result in suspension of approval for new programs until the violating program is brought into compliance.  Content providers’ repeated noncompliance, or even obvious efforts to skirt the spirit of these documented standards, might result in temporary or permanent suspension of the short codes in question. Sprint monitors creative in market, and this document is updated SPR-24 regularly to address new violations as soon as they arise. With each update, the carrier expects content providers to ensure that all of their creative, current in addition to new, meets the most recent standards. In the absence of content provider action, aggregators, ultimately, assume full responsibility for resolving all compliance issues. Please keep in mind that . . . SPR-25  Landing pages must identify the content provider (by short code) and the service provider; display the pricing and subscription disclosure, when applicable, in the main offer; and spell out the offer terms and conditions, including billing method, other charges, and opt-out information. In addition, landing pages must comply fully with all other Sprint policies and MMA CBP.  A jump page is defined as any advertisement that “jumps” a customer between offers for programs on more than one short code. Jump pages often are controlled by affiliate marketers but also might jump between different short codes belonging to the same content provider. Examples of jump pages include traditional “Select-your-carrier” button bars or dropdown menus as well as MIN-entry “host ‘n’ post” pages that direct customers to different PIN-entry pages based on handset information. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 97 of 165 © 2011 Mobile Marketing Association
Section Standard MMA Id  Jump pages may not serve as a collection site for phone numbers and PINs; this information may be entered only on landing pages controlled by content providers themselves.  Select-your-carrier jump pages containing information in addition to carrier logos must comply fully with Sprint policies and MMA CBP.  Use of the term free is prohibited in advertising creative for PSMS offers, and Sprint will continue to cite this violation vigorously. The only exceptions include Free as a proper noun—such as in song titles (e.g., “Free Bird,” “Love Is Free”) and artist names (Free, Free the Robots, Sugar Free)— free in common expressions (e.g., hassle-free, toll-free, sugar-free), and other similar usage that clearly does not imply the customer will receive something without charge. The term free in gibberish text also is prohibited.  The “cell-submit field” in PSMS advertisements is the box designated for entry of the customer’s mobile phone number; it is not the Submit button that the customer must click after entering his or her phone number in the cell-submit field. The action required “Display pricing [or subscription disclosure] within one line break of the cell-submit field” means the pricing and subscription disclosure (e.g., $9.99/month) must appear immediately adjacent to (i.e., above or below) the cell-submit field and must not be displayed in a graphic, such as a starburst or bubble. One line break refers to one physical line break the point size of the pricing and subscription disclosure rather than to an HTML line break. In other words, the space between the pricing and subscription disclosure and the cell- submit field should be insufficient in which to display another line of text. See appendix E for an example of an advertisement in which pricing and subscription disclosure are displayed adjacent to the cell-submit field.  The descriptor “stacked marketing,” a deceptive form of advertising, refers to cross-selling of several PSMS promotions from the same or different sponsors, sometimes on multiple different short codes, within the same online user flow, whereby a customer is shown a series of offers in close succession, often with his or her mobile phone number pre- populated in subsequent pages. A Web site’s initial pitch might solicit the customer’s number by offering “free” MP3s or ringtones, then cycle the customer through the series of offers before he or she can claim the free content.  Screenshots are taken on a screen size of 1024x768 pixels using the default configuration on a major Web browser, including Internet Explorer, Safari, Firefox, and Chrome.  The PSMS offer and all terms and conditions must be clear and visible using only the default browser scroll bar. Disclosures may not be truncated or obscured by frames or secondary scroll boxes, and the terms and conditions may not be contained within a scroll-box. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 98 of 165 © 2011 Mobile Marketing Association
Appendix A: In-Market Short code Violations & Actions Required Sprint In-Market Short code Violations and Actions Required Violations Severity Actions Required Program Contains illicit, violent, or adult 1 Remove illicit, violent, or adult content content Implies illicit, violent, or adult 1 Remove implication that illicit, violent, content will be available or adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Displays viewer data or hash code 1 Remove from advertisement information that identifies viewer User experience modified for select 1 Deliver compliant, functional user viewers in manner that subverts experience to all viewers monitoring Contains profanity 1 Remove profanity Contains reference to abuse of 1 Remove reference to abuse of any controlled substance (e.g., alcohol, controlled substance drugs, tobacco) Promotes alcohol consumption 1 Remove promotion for alcohol consumption No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Display product quantity in main offer Unclear product quantity for Sprint 1 Disclose actual product quantity for customers Sprint customers Substitute program details point size 1 Increase point size of Sprint program too small for Sprint customers details to at least 50% the size of primary offer description Substitute program for Sprint 1 Disclose Sprint program details in main customers not displayed adjacent to offer within 20 pixels of primary offer primary offer description description Substitute program for Sprint 1 Disclose Sprint program details in main customers hidden in T&Cs offer within 20 pixels of primary offer description Substitute program details point size 1 Increase point size of Nextel program too small for Nextel customers details to at least 50% the size of primary offer description Substitute program for Nextel 1 Disclose Nextel program details in main customers not displayed adjacent to offer within 20 pixels of primary offer primary offer description description Substitute program for Nextel 1 Disclose Nextel program details in main customers hidden in T&Cs offer within 20 pixels of primary offer description Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product 1 Display only actual product quantity quantity per subscription term (e.g., 15 ringtones/mo.) Product offering associated with 1 Remove offer from stacked marketing stacked marketing flow Customer mobile phone number pre- 1 Require customer to enter full phone Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 99 of 165 © 2011 Mobile Marketing Association
populated or saved number for each offer Program sponsor not identified 1 Identify program sponsor by short code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Unclear keyword 1 Reconcile, among audio and video, all references to keyword Cell-submit function located on 1 Move cell-submit function to program affiliate-controlled (host ‗n‘ post) sponsor–controlled page page Preselected radio button or checkbox 1 Leave all radio buttons or checkboxes empty for customer action Product or service disclosure hidden 2 Disclose product or service in main in T&Cs offer Product quantity hidden in T&Cs 2 Display product quantity in main offer Pricing No pricing 1 Display program pricing in main offer No Sprint pricing 1 Display Sprint pricing in main offer No Nextel pricing 1 Display Nextel pricing in main offer Pricing point size too small 1 Increase pricing disclosure to at least 12-point font Pricing indistinguishable from 1 Alter color scheme to minimum color background color contrast value125 Pricing not displayed adjacent to cell- 1 Display pricing within 125 pixels of submit field [online] cell-submit field with no intervening text Pricing not displayed adjacent to cell- 1 Display pricing within one line break of submit field [mobile Web] cell-submit field Pricing hidden in T&Cs 1 Display program pricing in main offer Sprint pricing hidden in T&Cs 1 Display Sprint pricing in main offer Nextel pricing hidden in T&Cs 1 Display Nextel pricing in main offer Conflicting pricing 1 Display correct pricing Pricing illegible 1 Increase point size and alter color scheme to improve contrast Per-message pricing for chat 1 Migrate to unlimited monthly subscription Use of the term free 1 Remove the term free Carrier-specific pricing unspecified 1 Specify pricing for each carrier individually Unclear Sprint pricing 1 Specify Sprint pricing individually Unclear Nextel pricing 1 Specify Nextel pricing individually Incorrect pricing format 1 Display full pricing clearly as numerals with dollar sign (e.g., $9.99) Pricing disclosure and billing term 1 Display pricing disclosure and billing separated by intervening text term with no intervening text Sprint In-Market Short code Violations and Actions Required continued Violations Severity Actions Required Subscription No subscription disclosure 1 Display subscription disclosure in main offer Subscription disclosure not displayed 1 Display subscription disclosure within adjacent to cell-submit field [online] 125 pixels of cell-submit field with no intervening text Subscription disclosure not displayed 1 Display subscription disclosure within Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 100 of 165 © 2011 Mobile Marketing Association
adjacent to cell-submit field [mobile one line break of cell-submit field Web] Subscription disclosure hidden in 1 Display subscription disclosure in main T&Cs offer Nextel subscription disclosure hidden 1 Display Nextel subscription disclosure in T&Cs in main offer No subscription term 1 Display subscription term in main offer Unclear subscription term 1 Reconcile, among main offer, CA, and T&Cs, all references to subscription term Subscription term not displayed 1 Display subscription term within 125 adjacent to cell-submit field [online] pixels of cell-submit field with no intervening text Subscription term not displayed 1 Display subscription term within one adjacent to cell-submit field [mobile line break of cell-submit field Web] Subscription term hidden in T&Cs 1 Display subscription term in main offer Weekly subscription 1 Migrate to monthly subscription immediately Daily subscription 1 Migrate to monthly subscription immediately T&Cs No account holder authorization 1 Display disclosure indicating all disclosure purchases must be authorized by account holder Account holder authorization 1 Display account holder authorization disclosure below fold disclosure above fold at screen resolution 1024x768 No privacy policy or link to privacy 1 Display privacy policy or link to privacy policy1 policy Scrolling T&Cs 1 Make T&Cs static Ad contained within invisible frame 1 Reveal scroll bar T&Cs contained in separate scroll- 1 Remove scroll from offer box No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ Unclear opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with ―Send‖ or ―Text‖ Charges and No customer cancellation disclosure 1 Disclose clearly that service charges Billing will automatically renew until customer cancels by sending STOP to short code No mention of billing method 3 Disclose billing method (i.e., charges will appear on customer's mobile phone bill or be deducted from his or her prepaid balance) Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 101 of 165 © 2011 Mobile Marketing Association
Conflicting billing methods 3 Disclose correct billing method only No mention that message and data 3 Disclose that message and data rates rates may apply may apply Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 102 of 165 © 2011 Mobile Marketing Association
Appendix B: Standard Rate Short code Violations and Actions Required Sprint Standard Rate Short code Violations and Actions Required* Violations Severity Actions Required Program Contains illicit, violent, or adult 1 Remove illicit, violent, or adult content content Implies illicit, violent, or adult 1 Remove implication that illicit, violent, content will be available or adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Displays viewer data or hash code 1 Remove from advertisement information that identifies viewer User experience modified for select 1 Deliver compliant, functional user viewers in manner that subverts experience to all viewers monitoring Contains profanity 1 Remove profanity Contains reference to abuse of 1 Remove reference to abuse of any controlled substance (e.g., alcohol, controlled substance drugs, tobacco) Promotes alcohol consumption 1 Remove promotion for alcohol consumption No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Disclose product quantity in main offer Unclear product quantity for Sprint 1 Disclose actual product quantity for customers Sprint customers Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product 1 Display only actual product quantity quantity per subscription term (e.g., 15 ringtones/mo.) Program sponsor not identified 1 Identify program sponsor by short code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Unclear keyword 1 Reconcile, among audio and video, all references to keyword Preselected radio button or checkbox 1 Leave all radio buttons or checkboxes empty for customer action Product or service disclosure hidden 2 Disclose product or service in main in T&Cs offer Product quantity hidden in T&Cs 2 Display product quantity in main offer Pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure in main offer Subscription disclosure not displayed 1 Display subscription disclosure within adjacent to cell-submit field one line break of cell-submit field Subscription disclosure hidden in 1 Display subscription disclosure in main T&Cs offer Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 103 of 165 © 2011 Mobile Marketing Association
T&Cs No privacy policy or link to privacy 1 Display privacy policy or link to privacy policy policy No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ Unclear opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with ―Send‖ or ―Text‖ Charges and No mention that message and data 3 Disclose that message and data rates Billing rates may apply may apply *Sprint Standard Rate Short code Violations and Actions Required are effective immediately. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 104 of 165 © 2011 Mobile Marketing Association
Appendix C: WAP Billing Violations and Actions Required Sprint WAP Billing Violations and Actions Required Violations Severity Actions Required Program Contains illicit, violent, or adult 1 Remove illicit, violent, or adult content content Implies illicit, violent, or adult content 1 Remove implication that illicit, will be available violent, or adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Contains profanity 1 Remove profanity Failure to place or format disclosures 1 Display and arrange all disclosures in main offer as prescribed2 in main offer in prescribed format No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Disclose product quantity in main offer Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Program sponsor not identified 1 Identify program sponsor by short Opt-In Screen code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Pricing No pricing 1 Display program pricing directly above “Buy”, “Purchase,” or Subscribe button Pricing point size too small 1 Increase pricing point size to at least 50% as large as CA point size No explicit “Buy”, “Purchase,” or 1 Display explicit “Buy,” “Purchase,” Subscribe button or “Subscribe” button Conflicting pricing 1 Display correct pricing Pricing illegible 1 Increase point size and alter color scheme to improve contrast Use of the term free 1 Remove the term free Pricing spelled out in main offer 1 Express pricing as numerals in main offer No pricing 1 Display program pricing directly above “Buy”, “Purchase,” or Subscribe button Pricing point size too small 1 Increase pricing point size to at least 50% as large as CA point size No explicit “Buy”, “Purchase,” or 1 Display explicit “Buy”, “Purchase,” Subscribe button or Subscribe button Subscription No subscription disclosure 1 Display subscription disclosure directly above “Buy”, “Purchase,” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 105 of 165 © 2011 Mobile Marketing Association
or Subscribe button No subscription term 1 Display subscription term directly above “Buy”, “Purchase,” or Subscribe button Weekly subscription 1 Migrate to monthly subscription immediately Daily subscription 1 Migrate to monthly subscription immediately Unclear subscription term 1 Reconcile, among main offer, CA, and T&Cs, all references to subscription term T&Cs No T&Cs link 1 Implement T&Cs link directly below “Cancel” button Abbreviated T&Cs illegible 1 Increase point size and change color scheme to improve contrast Automatic opt-in to unrelated ads and 1 Discontinue automatic opt-in to promos with current program opt-in unrelated ads and promos No link to privacy policy 1 Display link to privacy policy directly below “Terms and Conditions” link T&Cs contained in separate scroll-box 1 Remove scroll from offer No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with “Send” or “Text” Unclear opt-out information 1 Associate opt-out command with short code and preface with “Send” or “Text” No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with “Send” or “Text” Charges & No mention of billing method 3 Disclose billing method Billing Conflicting billing methods 3 Disclose correct billing method only No mention that message and data 3 Disclose that message and data rates may apply rates may apply directly below “Privacy Policy” link Program Failure to initiate double opt-in 1 Require user to agree to offer conditions by selecting “Buy, “Purchase, or “Subscribe” before displaying purchase Purchase Confirmation Screen confirmation screen Contains illicit, violent, or adult content 1 Remove illicit, violent, or adult content Implies illicit, violent, or adult content will 1 Remove implication that illicit, violent, or be available adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Contains profanity 1 Remove profanity Failure to place or format disclosures in 1 Display and arrange all disclosures in main offer as prescribed3 main offer in prescribed format No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Disclose product quantity in main offer Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 106 of 165 © 2011 Mobile Marketing Association
Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Program sponsor not identified 1 Identify program sponsor by short code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Pricing No pricing 1 Display program pricing in main offer Pricing point size too small 1 Increase pricing point size to at least 50% as large as CA point size No explicit “Pay on My Phone Bill” button 1 Display explicit “Pay on My Phone Bill” button Conflicting pricing 1 Display correct pricing Pricing illegible 1 Increase point size and alter color scheme to improve contrast Use of the term free 1 Remove the term free Pricing spelled out in main offer 1 Express pricing as numerals in main offer Subscription No subscription disclosure 1 Display subscription disclosure in main offer No subscription term 1 Display subscription term on same screen as CA, visible without scrolling Weekly subscription 1 Migrate to monthly subscription immediately Daily subscription 1 Migrate to monthly subscription immediately Unclear subscription term 1 Reconcile, among main offer, CA, and T&Cs, all references to subscription term ________________________________________________ 3 refer to Appendix F, Exhibit 3, for the prescribed main offer format. Compliance Monitoring and Enforcement on the Sprint Network rev 4.21 12/08/2010 SPRINT PROPRIETARY AND CONFIDENTIAL ►Yellow highlights indicate all changes and additions since the previous revision. Unless otherwise noted, updates to the Sprint Short code Violations and Actions Required lists become effective January 1, 2011. Sprint WAP Billing Violations and Actions Required (continued) Violations Severity Actions Required T&Cs No T&Cs link 1 Implement T&Cs link directly below “Cancel” button Purchase Confirmation Screen Abbreviated T&Cs illegible 1 Increase point size and change color scheme to improve contrast Automatic opt-in to unrelated ads and 1 Discontinue automatic opt-in to unrelated continued promos with current program opt-in ads and promos No link to privacy policy 1 Display link to privacy policy directly below “Terms and Conditions” link T&Cs contained in separate scroll-box 1 Remove scroll from offer No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with “Send” or “Text” Unclear opt-out information 1 Associate opt-out command with short Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 107 of 165 © 2011 Mobile Marketing Association
code and preface with “Send” or “Text” No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with “Send” or “Text” No “Cancel” button 2 Implement facility for immediate opt-out with “Cancel” button directly below “Pay on My Phone Bill” button No T&Cs link 1 Implement T&Cs link directly below “Cancel” button Charges and No mention of billing method4 3 Disclose billing method Billing Conflicting billing methods 3 Disclose correct billing method only No mention that message and data rates 3 Disclose that message and data rates may may apply apply directly below “Privacy Policy” link No mention of billing method4 3 Disclose billing method Program Failure to confirm program enrollment 1 Send confirmation message Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Display Help contact information as "Reply HELP for help" No opt-out information 1 Display opt-out information as “Reply Confirmation SMS STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to respond to customer message 1 Send HELP message HELP for HELP SMS Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 108 of 165 © 2011 Mobile Marketing Association
Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Failure to inform user of participation 2 Display remaining credits or renewal date status Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No toll-free HELP contact information 1 Display toll-free HELP phone number No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to notify customer of subscription 1 Send renewal reminder message at least renewal 24 hours before billing event Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow Renewal Reminder No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Failure to inform user of participation 2 Display renewal date status Incorrect participation status 2 Inform user of correct participation status Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 109 of 165 © 2011 Mobile Marketing Association
immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Display Help contact information as "Reply HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to confirm subscription renewal 1 Send renewal confirmation message Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type. Pricing No pricing 1 Display program pricing Renewal Confirmation Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Display Help contact information as "Reply HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to respond to customer message 1 Send message informing customer that to STOP service service has been terminated and that no more messages will be sent Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Opt Out Failure to confirm service termination 1 Inform user that service has been terminated Failure to confirm message flow 1 Inform user that no more messages will be termination sent STOP command case sensitive 1 Recognize STOP command regardless of text case User STOP message with subsequent text 1 Ignore subsequent text in user STOP Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 110 of 165 © 2011 Mobile Marketing Association
not recognized message Failure to identify program 2 Display program name Pricing Use of the term free 1 Remove the term free Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 111 of 165 © 2011 Mobile Marketing Association
Appendix D: Message Flow Short code Violations and Actions Required Sprint Message Flow Short code Violations and Actions Required Violations Severity Actions Required Program Affiliated with unapproved 1 Reconcile product or service with original marketing practices or program brief on record, or submit new, content accurate program brief for review Failure to send PIN/Opt In 1 Send PIN/Opt In message with PIN or message response command for double opt in Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to provide user PIN 1 Display PIN or response command or response command Failure to locate PIN or 1 Display PIN or response command after response command after pricing information only pricing information only5 Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service PIN/Opt In disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to initiate double 1 Require customer to enter PIN online or opt-in reply “Yes,” “Go,” “Okay,” “Sure,” or similar affirmative to PIN/Opt in message before sending billed MT Failure to confirm program 1 Send confirmation message Confirmation enrollment Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 112 of 165 © 2011 Mobile Marketing Association
disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity *Neither PIN nor response command may be displayed before pricing information at any time Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 113 of 165 © 2011 Mobile Marketing Association
Sprint Message Flow Short code Violations and Actions Required continued Violations Severity Actions Required Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure Confirmation continued No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to respond to 1 Send HELP message customer message for HELP Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type HELP continued No product quantity 2 Disclose product quantity Failure to inform user of 2 Display remaining credits or renewal date HELP participation status Incorrect participation 2 Inform user of correct participation status status Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No toll-free HELP contact 1 Display toll-free HELP phone number information No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 114 of 165 © 2011 Mobile Marketing Association
Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to notify customer of 1 Send renewal reminder message at least 24 hours subscription renewal before billing event Misrepresentation of product 1 Display only actual product quantity per quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Renewal Reminder Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it consistently clearly throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of product 2 Reconcile, among all messages, references to offering product type No product quantity 2 Disclose product quantity Failure to inform user of 2 Display renewal date participation status Incorrect participation status 2 Inform user of correct participation status Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 115 of 165 © 2011 Mobile Marketing Association
Sprint Message Flow Short code Violations and Actions Required continued Violations Severity Actions Required Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure Renewal Reminder No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No toll-free HELP contact 1 Display toll-free HELP phone number information No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to confirm 1 Send renewal confirmation message subscription renewal Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type Renewal Confirmation No product quantity 2 Disclose product quantity Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact 1 Display Help contact information as "Reply HELP information for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and 3 Disclose that message and data rates may apply Billing data rates may apply Program Failure to respond to 1 Send message informing customer that customer message to STOP service has been terminated and that no Out. Opt service more messages will be sent Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 116 of 165 © 2011 Mobile Marketing Association
Failure to confirm service 1 Inform user that service has been termination terminated Failure to confirm message 1 Inform user that no more messages will be flow termination sent STOP command case 1 Recognize STOP command regardless of text sensitive case User STOP message with 1 Ignore subsequent text in user STOP subsequent text not message recognized Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow Pricing Use of the term free 1 Remove the term free Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 117 of 165 © 2011 Mobile Marketing Association
Appendix E: Standard Rate Message Flow Short code Violations and Actions Required Sprint Standard Rate Message Flow Short code Violations and Actions Required* Violations Severity Actions Required Program Affiliated with unapproved 1 Reconcile product or service with original marketing practices or program brief on record, or submit new, content accurate program brief for review Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service PIN/Opt In disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to confirm program 1 Send confirmation message enrollment Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service Confirmation disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 118 of 165 © 2011 Mobile Marketing Association
Billing and data rates may apply apply Program Failure to respond to 1 Send HELP message customer message for HELP Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity HELP continued Unauthorized marketing 1 Discontinue embedded marketing campaign HELP material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free *Sprint Standard Rate Message Flow Short code Violations and Actions Required are effective immediately. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 119 of 165 © 2011 Mobile Marketing Association
Sprint Standard Rate Message Flow Short code Violations and Actions Required* continued Violations Severity Actions Required T&Cs No toll-free HELP contact 1 Display toll-free HELP phone number information HELP continued HELP continued No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to deliver 30-day 1 Send 30-day subscription reminder message subscription reminder message Misrepresentation of product 1 Display only actual product quantity per quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it consistently 30-Day Subscription Reminder clearly throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of product 2 Reconcile, among all messages, references to offering product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact 1 Display Help contact information as "Reply HELP information for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and 3 Disclose that message and data rates may apply Billing data rates may apply Program Failure to respond to 1 Send message informing customer that customer message to STOP service has been terminated and that no service more messages will be sent Failure to confirm message 1 Inform user that no more messages will be flow termination sent STOP command case 1 Recognize STOP command regardless of text sensitive case Opt Out. User STOP message with 1 Ignore subsequent text in user STOP subsequent text not message recognized Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow Pricing Use of the term free 1 Remove the term free *Sprint Standard Rate Message Flow Short code Violations and Actions Required are effective immediately Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 120 of 165 © 2011 Mobile Marketing Association
Appendix F Exhibit 1: Sample Compliant PSMS Message Flow Category Message Characters PIN/Opt In LuckyBag Ringtones. 10 bonus credits + 10 more ea. mo, 128 $9.99/mo. Enter PIN 2182! Msg&Data Rates May Apply. Reply HELP for help. Confirmation Welcome to LuckyBag Ringtones! 10 bonus credits + 10 more ea. 147 mo, $9.99/mo. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to cancel. HELP LuckyBag Ringtones. $9.99/mo. for 10 credits. Msg&Data Rates 152 May Apply. You have 8 credits. Renews 10/01/10. Help: 8001234567. Reply STOP to cancel. Renewal Your $9.99/mo. LuckyBag Ringtones subscription renews on 147 Reminder 10/01/10. 10 credits/mo. Msg&Data Rates May Apply. Help: 8001234567. Reply STOP to cancel. Renewal Thanks for renewing LuckyBag Ringtones! 10 credits for 133 Confirmation $9.99/mo. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to cancel. Opt Out Your LuckyBag Ringtones subscription is cancelled. You‘ll receive 86 no more messages. Exhibit 2: Sample Compliant Standard Rate Message Flow Category Message Characters Confirmation Welcome to Actual World News daily news alerts. No charge but 130 msg&data rates may apply. Reply HELP for help. Reply STOP to cancel. HELP You are subscribed to Actual World News daily news alerts. 136 Msg&data rates may apply. For help call 1-800-555-NEWS. Reply STOP to cancel. 30-Day Reminder: U are subscribed to Actual World daily news alerts. No 144 Subscription charge but msg&data rates may apply. Reply HELP for help. Reply Reminder STOP to cancel. Opt Out Your subscription to Actual World News has been cancelled and 126 you will receive no more messages. For help call 1-800-555- NEWS. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 121 of 165 © 2011 Mobile Marketing Association
Exhibit 3: Sample Compliant WAP Billing Flow Category Message Characters Opt-In Screen All disclosures in the main N/A offer must be displayed in the following order with no intervening text:  Program description, including product or service disclosure and product quantity  Price and subscription term, if applicable  “Buy”, “Purchase,” or “Subscribe” button  Terms and Conditions link  “Privacy Policy” link  Message and data rates disclosure Summary terms and conditions must include:  Billing method  Opt-out information  Program sponsor (short code)  Help information Purchase All disclosures in the main N/A Confirmation Screen offer must be displayed in the following order with no intervening text:  Program description, including product or service disclosure and product quantity  Price and subscription term, if applicable  “Pay on my phone bill” button  “Cancel” button  “Terms and Conditions” link  “Privacy Policy” link  Message and data rates disclosure Summary terms and conditions must include:  Billing method  Opt-out information  Program sponsor (short code)  Help information Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 122 of 165 © 2011 Mobile Marketing Association
Confirmation (SMS) Welcome to RingtoneFunPlan! 5 bonus tones + 10 more ea. mo, 138 $9.99/mo. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to cancel. HELP (SMS) RingtoneFunPlan. $9.99/mo. for 10 tones. Msg&Data Rates May 143 Apply. You have 8 credits. Renews 11/01/10. Help: 8001234567. Reply STOP to cancel. Renewal Reminder Your RingtoneFunPlan subscription renews on 11/01/10. $9.99/mo. for 143 (Subscriptions only) 10 tones. Msg&Data Rates May Apply. Help: 8001234567. Reply STOP to cancel. Renewal Your RingtoneFunPlan subscription has been renewed. $9.99/mo. for 144 Confirmation 10 tones. Msg&Data Rates May Apply. Reply HELP for help. Reply (Subscriptions only) STOP to cancel. Opt Out (SMS) Your RingtoneFunPlan subscription is cancelled. You‘ll receive no 80 more messages. Exhibit 4: Sprint Message Flow Abbreviation Guidelines Term or Phrase Abbreviation Guidelines Message Msg Per / Reply No abbreviations allowed. Must use “reply.” For No abbreviations allowed. Must use “for.” To No abbreviations allowed. Must use “to.” You No abbreviations allowed. Must use “you.” Text Txt Per Month /mo ea. mo. /mth Plus + Cancel No abbreviations allowed. Must use “cancel.” Numbers Use the numeric format only. Message and Data Msg&Data Rates May Apply Rates May Apply Msg&Data Rates May Apply Help No abbreviations allowed. Must use “help.” Stop No abbreviations allowed. Must use “stop.” Reply HELP for No abbreviations allowed. Must use “Reply HELP for help.” help Reply STOP to No abbreviations allowed. Must use “Reply STOP to cancel.” cancel Acceptable “Reply HELP for help. Reply STOP to cancel.” variations of “Reply HELP for help, reply STOP to cancel.” “HELP” & “STOP” “Reply HELP for help, STOP to cancel.” instructions Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 123 of 165 © 2011 Mobile Marketing Association
Appendix G: Advertisement Example SPR-AP-05 This advertisement for a wallpaper subscription complies with all Sprint audit standards, including displaying pricing and subscription disclosure adjacent to the cell-submit field and disclosing product quantity in the main offer. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 124 of 165 © 2011 Mobile Marketing Association
T-Mobile Provisioning Section Standard MMA Id “Service Advertising” means any medium used as a call to action for TMO-01 Service Consumers of the Service. This includes, but is not limited to: Print, Advertising Radio, and TV. Unless otherwise specifically referenced below to particular service types, these guidelines apply to ALL services offered. Any use of the Web is considered a medium of Service Advertising and, as such, must comply with the following guidelines: Clear disclosure of Program Sponsor and Service; TMO-02 Clear disclosure of terms of service prior to any purchase – including, TMO-03 but not limited to, indication that the Service includes an automatically renewing subscription, one-time charge, or other applicable service commitment; Pricing and frequency of billing must appear in bold print and be TMO-04 presented legibly and in a location easily viewable to the viewer and/or reader; For online World Wide Web advertising, pricing and frequency of TMO-05 billing must be disclosed on the initial landing page. For online World Wide Web opt-in, pricing and frequency of billing TMO-06 must be disclosed to the user prior to any request for a MSISDN from the user; You must disclose to all users when they register for your Service that TMO-07 “Msg & Data Rates May Apply;” Online, font colors for pricing and Service disclosure must clearly TMO-08 contrast with background color and be presented in a legible manner; All terms and conditions (T&Cs) of the program are clearly TMO-09 communicated. In the case of a Web storefront, affirmative response from user that they have read the T&Cs is required (e.g. user checks a box prior to “purchase”, replies “Yes” to a text message, etc. Pre- populated check boxes are NOT allowed; Services with multiple plans or service offerings (e.g. download TMO-10 content and text alerts) must have T&Cs supplied for each service offering and an affirmative response is required by the user. Example: user signing up for a $9.99 Ringtone plan and offered to sign up for $9.99 alerts plan, must affirmatively opt-in to TWO sets of T&Cs clearly disclosing these are two plans and two charges. Each of the affirmative opt-ins must clearly state the fees associated with the program in bold font that is visible from the same screen, at the same time, as each affirmative opt-in. It must be absolutely clear and obvious to the subscriber that they are purchasing two separate Services and the associated fees of each; All advertising and promotional material must clearly display opt-out TMO-11 information. The “Opt-Out” command must be presented legibly and in a location easily accessible to the viewer and/or reader; text MUST be in bold; Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 125 of 165 © 2011 Mobile Marketing Association
All advertising and promotional material must clearly display Help TMO-12 information. The Help information must be presented in a location easily accessible to the viewer and/or reader; text MUST be in bold; In instances where a Service delivers “next best” content in the TMO-13 event original request cannot be fulfilled, Service Advertising must disclose that the Service operates in this manner. This text MUST be in bold; The term “Free” can only be used when offering a Service or item TMO-14 without charge of any kind (FTEU) and without commitment or obligation on the part of the T-Mobile Customer. See the discussion of the use of “Free” in the MMA Consumer Best Practices Guidelines for additional information; Sweepstakes as a means for enticing purchase of premium one-time TMO-15 Services or recurring premium Services is NOT allowed (i.e. sweepstakes entry must be independent of any payment for a Service or subscription; Service Advertising offering services where a portion of the Service or TMO-16 content is not available to T-Mobile Customers must disclose the portion of the content that is not supported for T-Mobile Customers. Neither premium charges nor opt-in flow can continue with the Customer until Customer has been advised of the limitation and acknowledgement received; “Device Not Supported” is a permissible response in the instance of TMO-17 signifying a specific device is not supported. It is not an acceptable “synonym” response for a Service not supported for T-Mobile Customers. Example, “Device not supported” supplied for a handset that supports Java applications is not acceptable if the real issue is that the program hasn’t been approved by T-Mobile (either due to timelines or an outright rejection of the program). In such case, the response should indicate “Program/Application is not available to T- Mobile Customers at this time;” Service advertising must indicate all applicable charges appear on the TMO-18 T-Mobile Customer’s wireless phone bill; “STOP” must be the commonly advertised keyword for discontinuing TMO-19 services/opt-out. Synonyms for the word STOP can also be supported on the back end; and “HELP” must be the commonly advertised keyword for message-based TMO-20 support of Services In addition, any and all associated advertising must comply with the TMO-21 COGA Agreement applicable laws, rules, and regulations, and general industry best practices including but not limited to the MMA Consumer Best Practices Guidelines. T-Mobile recognizes there may be marketing affiliates that provide TMO-22 traffic and prospective subscribers to Content Providers. Each Content Provider is responsible and liable for the activities of all such marketing affiliates as it relates to such Content Provider’s relationship with T-Mobile. To the extent marketing affiliates engage in any conduct on behalf of the Content Provider or aggregator, such actions will be deemed to be actions of the Content Provider or aggregator for purposes of the Playbook and the COGA Agreement (including application of all penalties and revenue share adjustments). See also the MMA guidance on affiliate marketing in the MMA Consumer Best Practices Guidelines. Direct Using SMS messaging for direct marketing purposes either directly Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 126 of 165 © 2011 Mobile Marketing Association
Marketing related to a Service or related to different Services is limited. This through function must comply with the following guidelines: Messaging Before sending any direct marketing to a T-Mobile Customer, specific TMO-23 opt-in consent must be obtained. The opt-in consent must be for the particular direct marketing campaign and must include consent to send marketing to a wireless device via text message. The message text must state that the message is a Free Message. TMO-24 Any direct marketing messages must be free to the Customer. “Free to Customer” messages are Free to End User (“FTEU”) messages and subject to applicable terms and rates in the COGA Agreement. Must contain Opt-out instructions; an opt-out must be treated as a TMO-25 STOP from any further solicitation related to the marketed Service or any other Services (i.e. STOP must stop all messages and no “discovery” is allowed to determine further specifics behind the STOP command) Requirements you must comply with when using the T-Mobile T-Mobile trademark (“T-Mobile Marks”) (e.g. in Print, Radio, TV, etc.) for your Trademark Service(s) include: Rules Each and every use of T-Mobile Marks must be in compliance with the TMO-26 COGA Agreement and the T-Mobile Marks Rules. Each separate use of T-Mobile’s Marks and any and all advertising TMO-27 used for promotion of Services (including pre and post launch advertising) MUST be submitted to T-Mobile for review and approval, which T-Mobile may grant, withhold and/or condition in its sole discretion. In cases where you wish to list T-Mobile as a “supported carrier” in a TMO-28 text-only listing (e.g., a drop down list of carriers) that Customers may select from to indicate their carrier, you may list T-Mobile’s name in text only provided that you list T-Mobile exactly as follows: “T- Mobile®”. Abbreviations of the “T-Mobile” trademark or any T-Mobile Marks are not an authorized use of the T-Mobile Marks. NOTE: Inappropriate use of the T-Mobile Marks may result in TMO-29 immediate suspension of Service(s) and/or termination of the D2C Agreement. These next sections provide general guidelines for your reference and TMO-30 D2C General use in reviewing proposed programs BEFORE you submit to T-Mobile. Service All programs must have a 5 or 6 digit CSC Short Code recognized and Guidelines reserved by CTIA prior to any Campaign submittal. From time to time T-Mobile may, in its discretion, allow for the provisioning of “support” codes (Short Code extensions) as long as there is a valid relationship to the primary 5 or 6 digit Short Code(s) used with the Service. Refer to Section 6.5 for guidelines related to Short Code extensions. Key considerations that should always be taken into account when evaluating a potential program are: 1. Is it clear to the Customer what service(s) they are getting? 2. Is it clear to the Customer how much the Service(s) will cost? 3. Is it clear to the Customer how to get help – if applicable? 4. Is it clear to the Customer how they can discontinue the Service? 5. Does the program clearly indicate to the Customer that they Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 127 of 165 © 2011 Mobile Marketing Association
will not receive unwanted and/or unnecessary messages? 6. Is service delivered through D2C for use on a mobile handset? (e.g., T-Mobile does not provide billing for services that are not consumed on a mobile device) 7. Does the Service live up to the letter and spirit of the MMA Consumer Best Practices Guidelines for Cross Carrier Mobile Content Services, the D2C Agreement and the Playbook? If the answers to these questions are not straightforward and addressed in the Campaign you submit, it is recommended you revisit and clarify your program prior to submission. The foregoing questions are all central to our consideration on the overall eligibility of the requested program. As addressed briefly in Section 4, ALL Services must promote and TMO-31 Universal Help support a universal ‘HELP’ command. Information supplied when Command user requests help includes: Identity of program sponsor and Website Address – this is defined as TMO-32 the organization that markets the program and the brand the consumer recognizes. Contact details for the program sponsor – either a toll-free number, or TMO-33 e-mail address depending on Service. All Premium Services must provide a toll-free number with live operator support during standard business hours. Service Description (e.g. Billy Bob’s Premium Chat). TMO-34 Pricing terms (incl. Billing frequency) for the Service (e.g. $0.99 per TMO-35 message received; $3.99 per month). Msg&Data Rates May Apply disclosure. TMO-36 Opt-out information. TMO-37 HELP interaction CANNOT be charged at a premium. TMO-38 If providing a phone number in the HELP MT, it must be a toll-free TMO-39 number. HELP may not be case sensitive – all case variants of the word HELP TMO-40 must be supported. For Services offered in a language other than English, relevant TMO-41 synonyms of the English equivalent of the HELP command must be supported. NOTE: In the event you offer multiple Services over one Short Code, TMO-42 it is your responsibility to determine what Services are applicable to the HELP inquiry. Discovery may be used to identify the specific Service that a user asks for assistance with. Recommended suggestion is providing a Help menu once Help is requested by Customer or requesting Mobile telephone # or other unique identifier and support appropriately with relevant, unique Service information supplied in addition to the points mentioned above. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 128 of 165 © 2011 Mobile Marketing Association
As addressed briefly in Section 4.1, ALL Services must promote TMO-43 Universal and support STOP as the primary opt-out command. Additional STOP considerations include: command and Confirmation Message Customer must be told how to opt-out of the program upon entering TMO-44 the program. Service must also recognize common synonyms for STOP which TMO-45 include: END, CANCEL, UNSUBSCRIBE, QUIT, STOP ALL In addition to “universal” STOP, when a user is registered for TMO-46 multiple Services additional discovery is permitted after a user sends ‘[keyword] STOP’. E.g. when a user sends a STOP message, the application may respond with a list of Services the user is subscribed to with a query as to which Service should be stopped. The user must be able to use ‘[keyword] STOP’ to opt out of applicable Services, if the user sends another STOP message and does not indicate a specific Service, the message MUST be treated as a STOP ALL message (see below). Sending the command STOP ALL must also function. It must be a TMO-47 supported means to discontinue all Services a user is subscribed to and provide a list of said Services user has been unsubscribed from. If a user sends a ‘STOP ALL’ message no additional discovery is allowed. Users must automatically be opted out of all Services and a confirmation message must be sent. In the event the Service is Standard Rated, Opt-Out command TMO-48 must be followed with an MT stating, at a minimum, and in this order, “This message confirms that you have discontinued this Service. Questions contact [Service Provider Customer Support].” In the event the Service is Premium Rated, Opt-Out command TMO-49 must be followed with a non-premium MT stating, at a minimum, and in this order, “This message confirms that you have discontinued and will no longer receive messages or charges for this Service. Questions contact [Service Provider Customer Support].” Once a user opts-out and is sent a confirmation message, no further TMO-50 messages can be sent to the user including marketing messages for any related or unrelated Services. Opt-Out informational messages CANNOT be charged at a Premium. TMO-51 STOP command may not be case sensitive – all case variants of the TMO-52 STOP command must be supported. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 129 of 165 © 2011 Mobile Marketing Association
For Services offered in a language other than English, relevant TMO-53 synonyms of the English equivalent opt-out commands listed above must be supported. NOTE: Again, if you offer multiple Services on one Short Code and TMO-54 cannot tell what Services are relevant to the Customers ‘STOP’ command, you must either use discovery to identify what Service to ‘STOP’ or treat as the equivalent of ‘STOP ALL’ command and discontinue Customer from all Services opted in to. All services require customer support. New program requests must Customer include “commercial ready” Customer Support Information. This Support information will be supplied to Customers of the Service. In structuring your support program, please take into account the following guidelines: When submitting a new Campaign via the 3PG Partner Center, the TMO-55 Campaign must reflect commercial ready Customer Support Information including the Content Provider Name, Customer Support Phone, Customer Support E-mail and Customer Support URL. This information will show up in both the customer care and self care tools. Once submitted, any subsequent changes to customer support information must be referenced in a new Campaign submitted to T- Mobile. Any failure to keep customer support information current by submitting a new Campaign with updates can result in suspension of the Campaign. At minimum, e-mail support is required for ALL Services; Web form TMO-56 via Website will suffice for “e-mail support” as long as the appropriate contact information is also provided. All e-mail support requests must trigger a confirmation e-mail to the recipient indicating estimated time they can expect for follow up or resolution. This e-mail should also contain any applicable company contact information including but not limited to Brand Name relevant to the T-Mobile Customer, Name of Legal Entity, company address, contact phone number and all pertinent information related to the Service. All Premium Services and “banking” type Services MUST offer TMO-57 a toll-free Support number – at a minimum the number must be clearly disclosed in the HELP message, confirmation opt-in message, STOP command, and in all advertising. This support number must have live real-time operator assisted help and operated minimum of Monday through Friday 8:00a EST – 8:00p EST excluding federally recognized US holidays. Where an IVR is used as part of the user support model, the initial TMO-58 greeting of the IVR MUST provide the commercial name of the company and/or Service name(s) along with the hours of operation. The IVR must also support “zero out” of the IVR menu. Zero Out is defined as pressing Zero to be immediately routed to a Customer Service representative. All Services must supply a phone number and mailing address that TMO-59 are in an easily locatable area of the Service provider’s website. For services found not to offer Customer Support Information, or TMO-60 where Customer Support Information on record is invalid, or where it is not otherwise actually provided in accordance with these requirements in a consistent manner, those Services may be disabled immediately and without advance notification. As outlined in the D2C Agreement, Services are required to operate TMO-61 Short Codes with CSC approved Short Codes. If you are operating on behalf of (message Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 130 of 165 © 2011 Mobile Marketing Association
routes) Content Providers be aware that codes cannot be used across multiple Content Providers. Each of your clients must utilize their own secured Short Codes. Further, when Content Providers identify their Short Code needs it is important to consider Services that need to run on their own distinct Short Codes can essentially be classified into one of the following buckets:  Chat Services  Free to End User Services  “Promotional” content  Mobile Donations / Charitable Giving Services  Company Premium Messaging or Company Premium Download Services Each of these buckets must use a distinct set of Short Codes and Services in 3PG and D2C to support the MT and MO flow and to support the intended impact regarding charges to Customers. Supporting multiple Services on a single Short Code is allowed, but doing so will require that a unique Billing Descriptor for each Service get passed through the purchase request by the Content Provider. NOTE: All Chat, Charitable Giving, Promotional, FTEU, Company Premium Messaging or Company Premium Download Services must be operated over distinct Short Codes. If a Short Code used for subscription Services is deactivated, disabled or not renewed, a notification explaining that the corresponding Service is no longer available must be sent to users of the Service. Once a Service corresponding to a Short Code is discontinued, reassignment of the “legacy” Short Code to a different Service is considered a new Service and a new Campaign must be submitted. Short Code extensions are supported on a case-by-case basis and TMO-62 Short Code only if a fully executed Short Code Extension Agreement has occurred Extensions between T-Mobile and the Partner requesting the extensions. The following bullet points reflect the broader guidelines that apply to TMO-63 General Opt In the opt-in process regardless of the opt-in type or method. As spelled Guidelines out in more detail in this section, additional guidelines apply depending on the opt-in type [single versus double] and opt-in method. Refer to the specific guidelines below. User’s request cannot be used as a blanket opt-in to receive additional TMO-64 messages outside the context of the specific program they are opting in to. Opt-in cannot be used as consent to receive unrelated messages. TMO-65 Opting in to additional programs (e.g. to receive additional promotional materials) is only allowed after affirmative follow-on by user specifically related to that opt-in. E.g. Message flows whereby the user signs-up to a primary service AND opportunity to receive other promotional messages is NOT allowed. User’s information cannot be used for any other Service or sold to a TMO-66 3rd party. Single Opt In Single Opt-In is allowed for the following types of campaigns: All standard-rated programs (including both one-time events/non- TMO-67 recurring and subscription based campaigns). Standard-rated iTV programs or premium-rated iTV campaigns below TMO-68 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 131 of 165 © 2011 Mobile Marketing Association
a certain amount (see T-Mobile pricing documentation). FTEU programs TMO-69 One-Time Premium text services TMO-70 Double Opt In T-Mobile requires that all users Double Opt-In to any premium TMO-71 rated, automatically recurring Service – PSMS, Binary DL, or otherwise – and to standard rated programs utilizing web opt-in. This opt-in action must be affirmative – i.e. users respond with agreement (Yes). Paths for acceptable opt-in flows include Web and Handset and are outlined in the following sections: Allowable, affirmative double opt-in responses include: TMO-72 Yes, Y, Go, Okay, OK, Accept, Agree A negative response is anything other than an affirmative response. TMO-73 If a user provides a negative response, you must respond, and your response should include: Service Name, Confirmation that no further messages will be sent, HELP command. NOTE: For Services offered in a language other than English, relevant TMO-74 synonyms of the English equivalent opt-in commands listed can be supported and promoted. Double Opt-In is not required for one time premium rated services, TMO-75 including:  Premium rated iTV programs where the premium charge is greater than specified price point  One time premium rated downloads There may be slight variations to the double opt-in approach based on TMO-76 the opt-in method. Refer to specific double opt-in guidelines per opt- in method below. Opt In Methods Single Opt In by Initial/Welcome Message must abide by the following guidelines: TMO-77 Handset Identification of the Program Sponsor and/or Service Name. TMO-78 Msg&Data Rates May Apply disclosure. TMO-79 Help and Stop disclosure. TMO-80 Double Opt In First MT Opt-In Message (“Initial”/ “Welcome” MT) must abide by the TMO-81 by Handset following guidelines: Identification of the Program Sponsor and/or Service Name. TMO-82 Full disclosure of Price, Billing Period, and Frequency including Msg & TMO-83 Data Rates May Apply disclosure. Disclosure of pricing in MT prior to the opt-in prompt. TMO-84 Full disclosure if the service charge is recurring (i.e., either use of TMO-85 term “subscription” or, at a minimum, ensuring relevant frequency is reflected along with pricing - $x.xx/month). Contact details for the program sponsor – either toll free number, TMO-86 website address, or Help via text message with resulting Help MT that contains required contact details. Second MT in Message flow (“Confirmation” MT) must abide by the following guidelines: Confirmation of purchase including Program Sponsor and Service TMO-87 Name, Price, Billing Period, and Frequency. Opt-Out instructions including STOP. TMO-88 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 132 of 165 © 2011 Mobile Marketing Association
These requirements apply the first time a user tries a specific service TMO-89 on a specific Short Code. “First Time” should be interpreted as the first time a user signs up for a service. If, at anytime, a user discontinues service and later decides to “re-subscribe” they must be treated like a First Time user and must be presented with the double opt-in message flow. NOTE: It is misleading to include text like, “reply NO to decline” in a TMO-90 double opt-in flow since the Customer does not need to respond to “decline” a service. No service can continue to solicit the Customer for ANY period of time if the Customer has not responded to the Double Opt-In message. Opt In by Web The Web is an allowable Opt-in method if there is Customer TMO-91 confirmation via SMS. This is to ensure that the T-Mobile Customer using the website matches the Customer handset activating the Service. The following guidelines must be followed: T&Cs must comply with aforementioned requirements on affirmative TMO-92 acceptance, advertising, etc.; Pricing and frequency of billing must be clearly outlined prior to TMO-93 request for user MSISDN; MT must be sent to handset requesting confirmation by Customer TMO-94 through SMS channel or using PIN verification at Website. Pricing and terms must be displayed before the PIN in the MT; and 2nd MT must be sent to Customer and contain same information as TMO-95 required for 2nd MT in double opt-in by handset. These requirements apply the first time a user tries a specific Service TMO-96 on a specific Short Code. “First Time” should be interpreted as the first time a user signs up for a Service. NOTE: If, at any time, the user discontinued Service and is now “re- TMO-97 subscribing” they are considered a First Time user and must be presented with applicable Double Opt-in message flow. Opt In by Mobile Opt-in via Mobile Internet Browser is an acceptable option for opting Internet into premium services discovered via mobile Internet browsing (e.g. Browser WAP sites). Similar to PC based WEB flow, mobile Internet via handset requires Service information and pricing. The following guidelines must be followed: The same opt-in rules apply for Mobile Internet sites as for SMS TMO-98 program double opt-in if there is any charge associated with accessing the first page of a site presented when the subscriber selects a Service message (e.g. embedded link or WAP push message), or browses to that page by any other means; Pricing and frequency of billing must be clearly outlined at top of 1st TMO-99 page offer presentation prior to any Service commitment on the part of the end user; There must be an explicit “Accept” or “Buy” soft key or embedded link TMO-100 visible to the user on the first screen of the payment details page; There must be an explicit “Cancel” button available to the user on the TMO-101 first screen of the payment details page immediately below the Accept/Buy soft key or embedded link and visible without requiring the user to scroll down the screen; There must be an explicit “T&Cs” link available to the user, listed TMO-102 directly after the “Cancel” button. The Terms and Conditions page shown to the user should contain at minimum:  The charge will be applied to the end-user’s wireless phone bill  The end-user will be advised of all charges prior to being billed Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 133 of 165 © 2011 Mobile Marketing Association
 The description that will appear on the subscriber’s phone bill  Instructions on opting out of Service (if applicable); There should be a link providing Customer Support contact TMO-103 information and advice that “Msg & Data Rates May Apply”; T&Cs must comply with aforementioned requirements on affirmative TMO-104 acceptance, advertising, etc. Opt-Out via Mobile Internet Browser is permitted but all Services must also support opt-out via SMS. Services offered over Mobile Internet must support the Universal STOP command via SMS; See the MMA Consumer Best Practices Guidelines for additional TMO-105 information on Opt-In for WAP sites. These requirements apply the first time a user tries a specific Service TMO-106 on a specific Short Code. “First Time“ should be interpreted as the first time a user signs up for a Service. NOTE: If, at any time, the user discontinued Service and is now “re- TMO-107 subscribing” they are considered a First Time user and must be presented with applicable Double Opt-in message flow. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 134 of 165 © 2011 Mobile Marketing Association
Opt In and Opt Opt-in via IVR in compliance with MMA Consumer Best Practices TMO-108 Out via IVR Guidelines is an acceptable option for opting into standard and premium Services. Opt-in via IVR for Chat-related Services will be reviewed on a case-by-case basis. All other guidelines and provisions of the MMA Consumer Best Practices Guidelines and D2C Go-toMarket guidelines apply. Standard Rated Program Guidelines One Time EventStandard rated programs are where the MT generated from the TMO-109 Non-Recurring request does not result in a premium-billing event. Standard rated programs are one-time events are where an MO from a Customer generates a single MT and the impact to the Customer is a decrement to his/her text messaging bucket. Standard rated one time event Services are Single Opt-In. The following guidelines apply: Programs must adhere to key guidelines specific to opt-ins (refer to TMO-110 Section 7.1). “Msg&Data Rates May Apply” must be advertised in any call to action TMO-111 and reflected in the Initial/Welcome MT. Identification of Program Sponsor and/or Service Name. TMO-112 While HELP and STOP commands are not required disclosures in the TMO-113 messaging flow, these commands must be supported for all campaigns. Recurring Recurring MT programs are programs where one or more MO from a Messages – Customer generates multiple MTs – essentially the user has opted in Subscription to receive ongoing messages. The impact to the Customer is a Services decrement to his/her text-messaging bucket with each recurring message. These Services are Single Opt-In except for Web initiated opt-In, which requires Double Opt-In to ensure validation of the owner of the handset. The following guidelines apply: Programs must adhere to key guidelines specific to opt-ins. TMO-114 “Msg&Data Rates May Apply” must be advertised in any call to action TMO-115 and reflected in the Initial/Welcome MT. The Welcome message must clearly state the Program Sponsor and/or TMO-116 Service name, frequency of messages, Help and opt-out information. Individual alerts to users or text MT must include opt-out information TMO-117 if a monthly service reminder MT is not supplied separately. Web opt-in requires double opt-in via PIN delivered to handset and TMO-118 entered into website or affirmative follow-on via MO. Premium Services result in a premium-billing event to the Customer. TMO-119 Premium Premium Services, with the exception of Chat that has specific Rated Program requirements, have the following pricing requirements: Guidelines Please see carrier specific maximum price per billing event and type. TMO-120 Please see carrier specific billing notifications regarding dollar TMO-121 increments that should initiate spending notifications to consumers. “Trial” offers are allowed. At the end of the trial a user must be TMO-122 notified by SMS that the trial has ended. The user must affirmatively opt-in to continue the Service. If the user does not respond, the lack Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 135 of 165 © 2011 Mobile Marketing Association
of response must be treated similar to a STOP command (and no charge may be applied to the subscriber for the trial). One Time Event In these programs a user generates an MO based on a call to action. TMO-123 Non Recurring The MT generated from the request is non-recurring and PREMIUM rated. These Services are Single Opt-In. The following guidelines apply: Programs must adhere to key guidelines specific to opt-ins. TMO-124 Full disclosure in Call to Action of Price, Billing Period, and Frequency TMO-125 (if applicable). Disclosure in Call to Action and in Initial/Welcome MT of “Msg&Data TMO-126 Rates May Apply.” The Welcome Message must clearly state the Program Sponsor and/or TMO-127 Service name, pricing, and frequency of messages, Help and opt-out information. Billable event occurs on the MT – MT must be generated to confirm TMO-128 charge for user. While HELP and STOP commands are not required disclosures in TMO-129 messaging flow, these commands must be supported for all campaigns. Spending limit cap notifications apply. TMO-130 Customer support information must be supplied in the form of a toll TMO-131 free number. NOTE: Such programs are reviewed on a case-by-case basis and TMO-132 premium charges based on single opt-in will only be accepted where circumstances are appropriate for waving the double opt-in (e.g., live events). NOTE: Premium rated one-time services and premium rated billed per TMO-133 message services require spending limit cap notifications. See example Premium One-Time Event: Section 4.1 TMO-134 Recurring These programs are allowed on a case-by-case basis; however it is TMO-135 Events Billed highly recommended you consider simply offering the program as a Per Message Subscription Service (see section on PSMS Subscription Services). These Services are Double Opt-In. In this Service, a user generates an MO based on a call to action. Result is typically a “welcome” message with each message thereafter billed at a premium. The following guidelines apply: Campaigns must adhere to key guidelines specific to opt-ins. TMO-136 Full disclosure in Call to Action of price, billing period, and frequency TMO-137 (if applicable). Disclosure in Call to Action and Initial/Welcome MT of “Msg&Data TMO-138 Rates May Apply.” In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-139 to the opt-in prompt. The Initial/Welcome Message must clearly state the Program Sponsor TMO-140 and/or Service name, pricing, billing period, and frequency of messages. The Confirmation Message (2nd MT) must confirm the purchase and TMO-141 pricing, and include HELP and STOP information. Spending limit cap notifications apply. TMO-142 Customer support information must be supplied in the form of a toll TMO-143 free number. Recurring In these programs, a user generates an MO based on a call to action. Messages Result is a “welcome” message indicating opt-in for a “subscription” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 136 of 165 © 2011 Mobile Marketing Association
Subscription that is auto renew. These Services are Double Opt-In. The premium Services transaction is a one-time event per subscription cycle. The following guidelines apply: Double Opt-In to Service is required and must follow messaging TMO-144 disclosure guidelines referenced. Premium must be charged on a single “Confirmation” MT at the price TMO-145 point approved for the program – premium cannot be “spread” over multiple messages. Subsequent premiums must be applied on anniversary date of TMO-146 Customer. Services cannot charge full premium rate for mid-cycle activation. TMO-147 Full disclosure in Call to Action of Price, Billing Period, and Frequency TMO-148 (if applicable). Disclosure in Call to Action and Initial/Welcome MT of “Msg&Data TMO-149 Rates May Apply.” The Initial/Welcome Message must clearly state the Program Sponsor TMO-150 and Service name, Pricing, Billing Period, and Frequency of messages. In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-151 to the opt-in prompt. The Initial/Welcome Message must include contact details for the TMO-152 program sponsor – either toll free number, website address, or Help via text message with resulting Help MT that contains required contact details. Customer support information must be supplied in the form of a toll TMO-153 free number. The Confirmation Message (2nd MT) must confirm the purchase and TMO-154 pricing and include opt out/STOP information. Monthly Reminder/Auto Renewal message is required for premium- TMO-155 rated subscription-based services. The renewal message must contain “reminder” of Service information including pricing, HELP, STOP, and provider contact information in the form of a toll free number NOTE: No Service may advertise or operate a “minimum subscription TMO-156 period.” Customers can leave a Service at any time; no terms or conditions can state or imply otherwise. Multiple If you offer multiple Services that are subscription based, you must Subscription expressly disclose to the Customer each time they sign up for a new Services subscription Service: Customers signing up for a Service must clearly understand there are TMO-157 multiple Service offerings; T&Cs must be supplied to users for each Service offering and an TMO-158 affirmative response is required by the user for each service offering. Pricing and Billing frequency MUST be in bold in the T&Cs; Customers enrolled in Services that request enrollment in additional TMO-159 Services must be supplied with information about any current Service(s) that they are enrolled in through your connection, remaining credits, etc.; and Customers must follow separate affirmative double-opt in flows to TMO-160 sign up for additional plans. Premium In “Chat” Services, a user is invited to join a Chat Service. This TMO-161 Messaging Chat includes but is not limited to Operator, Peer2Peer, Operator Guidelines Moderated Group. “Chat” is inclusive of Services such as Tarot, Psychic, Astrology, “What a star would say”, etc. These Services are Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 137 of 165 © 2011 Mobile Marketing Association
Double Opt-In. The following must be taken into consideration for Chat Services: Monthly subscription or per message billing are the only valid billing TMO-162 options; Chat services must adhere to the T-Mobile per message price cap; TMO-163 Content Provider is responsible for enforcing the maximum allowable TMO-164 dollar amount for a single Chat Service in a month period based on anniversary date of the Customer; Notification of accumulated charges must be sent as dictated by T- TMO-165 Mobile. This message should supply disclosure to user they have accumulated specified dollar amount (or relevant derivative) along with relevant opt-out information and HELP command; The Customer must be notified and must opt-in for premium charges that they incur after each spending notification. These additional “continuation” messages must:  Express dollar amounts reached, not the number of messages billed;  Present cumulative premium charge dollar amounts ;  Tally charges based on the anniversary date of initial sign up. Example: user signs up for Service on Jan 12th, 2009 all months will end on the 12th of each month;  If the Customer does not reply affirmatively to continuation message the system must pause the Chat Service until the anniversary date;  No further MTs can be sent to a Customer until affirmative response to continuation message is provided by the Customer. If the Customer does not attempt to Chat, no additional messages may be sent. The Chat participant must be considered in a PAUSED status; and  HELP and OPT OUT keywords must be included in the continuation message; Suggested keywords are the same as the opt-in keywords defined TMO-166 above. In addition, MORE or CONTINUE should be supported as re- opt-in words; Regardless of status (Paused or Active), the Customer must be able to TMO-167 opt-out of the program at any time. While the Customer is in PAUSED status, Customer cannot incur any TMO-168 further premium messaging charges; Service Providers are strictly prohibited from queuing messages that TMO-169 are attempted to be sent to a PAUSED Customer and transmitting them to the user later; Toll free number is required for customer support and must be TMO-170 disclosed in Help MT. Double opt-in is required; first MT must disclose pricing, opt-out TMO-171 information, message frequency and user MUST respond with YES to complete activation; Premium for “registration” messages are NOT allowable. All TMO-172 messages related to registration, establishing a profile, etc. must be standard rated; MT can only be sent as a response to an MO from user; TMO-173 Operator Chat applications CANNOT “self-generate” MT’s; TMO-174 Customers must be opted-out after 90 days of inactivity. An TMO-175 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 138 of 165 © 2011 Mobile Marketing Association
informational message informing the Customer of the automatic opt- out may be sent; and Chat participants must have the ability to report and block members. TMO-176 In addition to the aforementioned requirements and policy, below are TMO-177 additional details related to various Chat Services. Note: for Chat monthly subscription bundles, MT can indicate date for next billing period when Chat availability resumes (see MMA Consumer Best Practices Guidelines for examples). Match Many Chat Services seek to incorporate notification services whereby TMO-178 Notification a Customer signs up for Chat and is, on a recurring basis, sent Functionality notification (e.g., “match”) messages. These messages are typically designed to encourage ongoing interaction with the Service and tend to be premium in nature. The following items are required: “Notification” functionality may be offered as part of an overall Chat TMO-179 Service only if the messages are treated as standard rated. In this instance no more than 5 notification messages can be sent in a 24hr period; “Notification” functionality is allowed only as an independent element TMO-180 to an overall Chat Service. One should liken them to recurring alerts with their own independent double opt-in flow in addition to any flow an end-user may follow for the initial sign-up of the Chat Service; and Chat Bots are prohibited except in connection with setting up a user TMO-181 profile or to provide user notifications in conjunction with notification functionality. Group/ Group Chat Services are typically designed so that many premium TMO-182 Community messages are distributed to a Customer only after the Customer has Chat initiated interaction with a member of the group. The following items are required: These Services can only be offered under Monthly Subscription TMO-183 models. Per message premium Group Chat is not allowed; Operator and/or “Chat Bot” enabled Group Chat is strictly prohibited; TMO-184 only Services whereby there is a legitimate group of Customers is allowed; and Group Chat Services must be moderated 24x7 for compliance with the TMO-185 D2C agreement, the playbook, and all applicable laws and regulations. Chat Advertising Service Advertising for Chat programs may not imply that content TMO-186 that is not permitted under the D2C Agreement is available as part of the Chat. For operator assisted Chat, appropriate disclosure should be made in the advertising and T&Cs of the program: e.g. “this Service employs operators who are paid to participate in the Chat.” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 139 of 165 © 2011 Mobile Marketing Association
Additional Program Guidelines Sweepstakes Premium and Standard rated sweepstakes are allowed on a case-by- TMO-187 and Contests case basis upon approval by T-Mobile. Premium sweepstakes may only be considered if end user participation is incorporated (e.g. a poll/vote/trivia game) or receives a piece of downloadable content for the premium charge with the sweepstakes entry offered as an added benefit. It is the Provider’s responsibility to ensure that a Premium or Standard sweepstakes (permitted by T-Mobile) complies with State and Federal laws governing sweepstakes. Upon T-Mobile’s request at any time, the Provider will be required to provide T-Mobile with additional details evidencing compliance with State and Federal laws governing sweepstakes. Interactive TV Interactive TV (iTV) Services (e.g. voting, text2screen, etc.) are TMO-188 (iTV) allowed as Premium or Standard rated. Premium iTV Services may be Campaigns allowed but approval is on a case-by-case basis. Any approved offering may be required to adhere to all of the following: On-air verbal and visual call out of pricing along with on-air TMO-189 presentation of T&Cs; Services with a price point below a certain amount (see T-Mobile TMO-190 pricing documentation) may be Single Opt-In but those with a price point greater than the specified amount shall be Double Opt-In; and Only supported as one-time events (i.e. standard or premium). TMO-191 “Recurring” charge iTV Service models may not be offered. See the specific guidelines in the MMA Consumer Best Practices TMO-192 Guidelines for additional information on required size, timing and contents of disclosure relating to iTV campaigns. Promotional The offering of promotional SMS-based or complimentary TMO-193 Messaging downloadable content is allowed on a case-by-case basis. Alternate Billing Under the D2C Agreement, alternative billing methods (e.g. Credit Methods Card, PayPal, etc.) are acceptable. These transactions are classified as Company Premium Messages or Company Premium Downloads. To facilitate appropriate management of this method there are specific needs for Service setup in D2C. Should you wish to use an alternative payment method you will need to setup and deliver the transaction over a specific SEND service in D2C. Requirements include: Disclose in the Program Brief that an alternative billing method is TMO-194 required; A confirmation MT that the Customer has had a charge of $x applied TMO-195 to [appropriate billing party] (e.g. Credit Card, PayPal Account, etc.). Charitable Charitable Giving programs are allowed on a case-by-case basis. All TMO-196 Giving Programs charitable giving programs will be required to run over a distinct Short Code. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 140 of 165 © 2011 Mobile Marketing Association
Viral or Word of Viral or World of Mouth Marketing campaigns will be supported on a Mouth case-by-case basis. The MMA Consumer Best Practices Guidelines Marketing defines Viral marketing as the communication (via text message or Campaigns other mobile content) in which Consumer A receives a message, identifies Consumer B who they believe will be interested in the message and initiates a process to forward or share the message with Consumer B. Viral marketing campaigns must adhere to the following guidelines: Message forwarded to recipient (Consumer B) must indicate that the TMO-197 message was forwarded by another consumer (Consumer A) and disclose the identity of the sender. If the message forwarded to the recipient (Consumer B) includes any TMO-198 form of downloadable content (ringtones, wallpaper, videos, images, etc.), additional disclosure to recipient must be provided that indicates they may incur data charges. Consumer B must also opt-in to accept message related to TMO-199 downloadable content. Refer to the MMA Consumer Best Practices Guidelines for further TMO-200 requirements. Free to End User FTEU programs will be supported on a case-by-case basis. A FTEU (FTEU) message is provided at no charge to the Subscriber (including Campaigns transport fees but excluding any standard monthly subscription or usage fees paid by the Subscriber to T-Mobile) and does not facilitate the download of Content or Applications sent via the Company Connection through the T-Mobile Gateway, MMSC, or SMSC. Free to End User (“FTEU”) messages and subject to applicable terms and rates in the D2C Agreement. These messages must run over a specific SEND service in D2C. FTEU programs must adhere to the following guidelines: Must run on their own separate Short Code; TMO-201 Single opt-in applies; TMO-202 The message text must state that the message is a Free Message. TMO-203 TMO-204 Download Messaging General There are a variety of ways for consumers to purchase and receive Guidelines content and these may evolve over time. The following sections touch on general guidelines around downloadable content – Ringtones, Wallpaper, Video Clips, etc. ALL Download programs must adhere to T-Mobile requirements, including without limitation, formatting, Handset Specifications, and T- Mobile Network File Size restrictions. No Service may be launched and Services can be suspended immediately without notice, if they do not comply with these requirements. In terms of valid content offerings the following are acceptable at time TMO-205 of publication:  Commonly supported Ringtone formats  Commonly supported Wallpapers (including custom wallpapers)  Commonly supported Animation  Commonly supported Video Clips Use of “Device Not Supported” is only a permissible response in the TMO-206 instance of signifying a specific device is not supported. It is not an acceptable “synonym” response for a Service that is not supported for T-Mobile Customers. In such case, the response should indicate Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 141 of 165 © 2011 Mobile Marketing Association
“Program/Application is not available to T-Mobile Customers at this time.” NOTE: All Services are required to identify appropriate handset TMO-207 information and provide optimized content for that handset. “One size fits all” content is not acceptable. Device All download Services require device discovery prior to: TMO-208 Discovery and  Any billing event Support  Any attempt to deliver content to the Customer  Any commitment to a subscription Service If your program utilizes WAP Push, T-Mobile will supply MSISDN and TMO-209 User Agent information in the HTTP header. This information is to be utilized solely for the purposes of identifying handset type and delivering appropriate, supportable content. If your Service does not utilize WAP Push for device discovery, you TMO-210 will be required to implement alternative Web or SMS based discovery methods. (i.e. asking the Customer what handset type they are using in SMS messaging flow; providing a list on website). The only handsets that are eligible for 3rd Party Services through the TMO-211 D2C Program are certified T-Mobile Handsets. Uncertified (e.g. Unlocked and/or “Gray Market” devices) are considered unsupported handsets. NOTE: Providing a demo/sample download is not a sufficient means TMO-212 for device verification. If the Service cannot identify device through appropriate discovery the Service may NOT sell content to the consumer. Download Guidelines by Delivery Type Wap Push for T-Mobile allows use of WAP as a means for delivery of binary content TMO-213 Content (e.g. WAP Push of a ringtone ordered by a Customer). T-Mobile also Delivery allows WAP as a Service offering (WAP Sites/Storefronts). WAP as a Service offering is restricted to T-Mobile Customers with a premium data rate plan. Should your Service utilize WAP for both delivery and/or a Service TMO-214 offering, all binary download delivery must occur over a sub domain with the following naming convention: “d2c.” Primary domains for delivery of binary content are strictly prohibited and these will not be approved for white listing. There is only one distinct field in the Campaign for recording URLs. TMO-215 The “URL” field is for recording customer facing websites, the “d2c” URLs to be white listed for content delivery, and/or any applicable mobile website URLs. Specific URLs should be referenced in the URL field, followed by a description associated with the URL in the “Description” field. Refer to the T-Mobile 3PG Partner Center Campaign Creation tutorial for more details. Programs that leverage a pure WAP billing solution are not required to TMO-216 forward an advice of charge MT to the Subscriber’s handset, but are required to distribute a receipt MT. The receipt MT can be delivered to the Subscriber’s handset up to 2 hours after the WAP billing transaction. WAP Address For downloads of binary content via a WAP Push or WAP page, you TMO-217 White Listing – must supply the URL from which the download of the specific content For Binary will occur to T-Mobile for inclusion into the T-Mobile “White List.” If a Content URL is not White Listed, the URL, including any content therein, cannot be accessed by Customers unless they have a Downloads Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 142 of 165 © 2011 Mobile Marketing Association
premium data rate plan. White Listed URLs may only be used to facilitate the download of binary content to users and may not be used for any other purpose. Qualifiable URLs for the White List are those operating under a sub- TMO-218 domain with the prefix “d2c.” Examples of appropriate naming convention include:  https://d2c.wap.bobsringtones.com  https://d2c.bobsringtones.com NOTE: Wild carded sub-domains or IP WAP addresses are not allowed TMO-219 or considered valid to be on the White List. Your Service must adhere to the aforementioned naming convention. All industry standard domain extensions (.com, .net, .tv, .mob) are supported. Billing for Billing events for transactional (one time) downloads cannot be TMO-220 Content triggered until the “last byte” has been delivered through the D2C Delivery and Gateway. Any billing prior to delivery of content is considered a Notification Service out of compliance and will be handled accordingly by T-Mobile (e.g., suspension, termination, etc.). Providers should integrate with the Partner Publisher system through TMO-221 D2C to assure that consumers are eligible for Direct-to-Consumer billing prior to initiating a transaction. Additionally, the appropriate purchase request must be utilized under TMO-222 this scenario. One-time download transactions require a two-phase purchase request in which the request is “authorized” in the initial step and the purchase is completed after the successful delivery of content to the subscriber. Premium Download Guidelines Premium Premium Download – One Time Event typically involves a Customer TMO-223 Download – One buying a piece of content from a Website or other Call to Action (e.g. Time Event / magazine advert.) on a transactional, non recurring basis. Non Recurring Implementation of this program includes the following characteristics: Double Opt-In is required for one time premium downloads. TMO-224 Premium billing event must occur after download of content (i.e. TMO-225 last byte through Gateway). Premium billing event notification must include Customer Support TMO-226 contact information. (Refer to Customer Support section for further requirements). “Next Best” models are not allowed - Service must deliver content TMO-227 Customer has requested prior to any billing for delivered content. Any Services involving Web as a POS MUST include clear disclosure of TMO-228 pricing, and terms and conditions, etc. Pricing disclosure must be in a manner prominent to the Customer before they engage in any purchase flow. Essentially a Website is considered a form of advertising and, therefore, must comply with all Service Advertising requirements and MMA Consumer Best Practices Guidelines. “Pre-Populated” check boxes related to the purchase path or TMO-229 registration for an account is NOT allowed. Users must affirmatively check boxes to signup, opt-in, etc. All Services, including those involving WAP or other call to action must TMO-230 include clear disclosure of pricing and MMA Consumer Best Practices Guidelines. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 143 of 165 © 2011 Mobile Marketing Association
Purchase of, for example, a ringtone cannot be deemed an “opt-in” to TMO-231 receive other information, promotions, etc. – It is a one-time event. If you want to have an “opt-in” you need to include a request in your message whereby the user “opts-in” through a separate affirmative response to receive additional messages. Content purchased by alternative billing arrangement (e.g. Credit TMO-232 Card, Pay Pal, Prepaid Card, and/or “PIN” Services) are allowed but must be transmitted over a unique service setup in D2C and communicated to T-Mobile per the Program Brief process. Additionally, the following guidelines apply to the messaging flow for premium rated downloads – one time events: Programs must adhere to key guidelines specific to opt-ins (refer to TMO-233 Section 7.1). Full disclosure in Call to Action of Price, and Billing Period. TMO-234 The Initial/Welcome Message must clearly state the Program Sponsor TMO-235 and Service name, Pricing, Billing Period, and Frequency of messages. In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-236 to the opt-in prompt. The Initial/Welcome Message must include contact details for the TMO-237 program sponsor – either toll free number, website address, or Help via text message with resulting Help MT that contains required contact details. The Confirmation Message (2nd MT) must confirm the purchase and TMO-238 pricing and include opt out/STOP information. Customer support information in the Help MT must be supplied in the TMO-239 form of a toll free number. NOTE: Billing event can only be triggered AFTER user has successfully TMO-240 downloaded the content. Premium Subscription Services for downloadable content are permitted. In Download – addition to considerations outlined previously in this Playbook, below Recurring are some additional program characteristics that are required for Messages/ subscriptions: Subscription Service Programs must adhere to key guidelines specific to opt-ins (refer to TMO-241 Section 7.1). Double opt-in to Service is required per guidelines outlined TMO-242 previously and must be affirmative in nature. “Next Best” models are not allowed. TMO-243 Auto renewing, weekly billing cycles are NOT allowed; minimum TMO-244 subscription cycle is one month. Full disclosure in Call to Action of price, billing period, and frequency TMO-245 (if applicable). Disclosure in Call to Action and Initial/Welcome Message of TMO-246 “Msg&Data Rates May Apply.” In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-247 to the opt-in prompt. The Initial/Welcome Message must clearly state the Program Sponsor TMO-248 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 144 of 165 © 2011 Mobile Marketing Association
and/or Service name, pricing, billing period, and frequency of messages. The Confirmation Message (2nd MT) must confirm the purchase and TMO-249 pricing and include HELP and STOP information. Customer support information must be supplied in the form of a toll TMO-250 free number. Users on subscription cycles MUST receive a Notification message at TMO-251 time of renewal per MMA Consumer Best Practices Guidelines (e.g., at least 24 hours in advance of the renewal charge being applied to the phone bill). This message must be sent to the Customer’s handset and contain: Name of Service, subscription and frequency (e.g. monthly), disclosure that it’s being renewed, advice of charge, opt-out details and HELP. NOTE: No Service may advertise or operate a “minimum subscription TMO-252 period.” Customers can leave a Service at any time; no T&Cs can state or imply otherwise. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 145 of 165 © 2011 Mobile Marketing Association
Promotional The offering of promotional or complimentary downloadable content TMO-253 Download is allowed on a case-by-case basis. To facilitate appropriate Messaging management of this method there are specific needs for Service setup in D2C. A distinct send-only service will be required for the delivery of the content. The message rating may be designated as Promotional Download TMO-254 Messaging only if the transaction is a one-time only event tied to a specific promotional campaign around a “non-mobile” product or Service. If the Content Provider is part of the mobile media and marketing industry the message rating is considered Company Premium Download messaging. Mobile Internet Mobile Internet sites offering premium Services and/or content TMO-255 Browsing – WAP discovered via browsing are permissible. These URLs will NOT BE Storefronts White Listed and only accessible to Customers with a T-Mobile premium data rate plan. SMS Messages Distribution of WAP Services and URLs embedded in text TMO-256 with Embedded messages is allowed but the offerings are restricted to T- URLs Mobile subscribers with a premium data rate plan. Examples of allowable embedded links include, but are not limited to: Mobile “Browse Buy” storefronts for Binary Content (i.e. TMO-257 downloadable content); Mobile Blogging Sites whereby a user accesses the site via WAP; TMO-258 Location Services incorporating embedded links to maps, traffic, etc. TMO-259 in SMS results; and WAP based Chat. TMO-260 If your Service offers a WAP experience in conjunction with a TMO-261 Premium Charge you must verify the end user can access the WAP portion of the Service prior to any Service commitment or billing event. It is the Provider’s responsibility to verify that the user can access the WAP portion of the Services prior to any Service commitments or billing events. Application and game sales, non-networked and networked, may be Applications permitted under the following conditions: All games and applications must be certified through the T-Mobile TMO-262 approved third party application certifier – True North Services (TNS). TNS manages the end-to-end certification of all games and applications to be distributed Off-Deck. A separate business agreement will need to be established between you/your client and TNS. TNS charges per application/game build tested and bills its partners for completed tests on a monthly recurring schedule; Game and Application certification is independent of D2C (D2C) TMO-263 campaign approval and certification. It is advised your game or application be submitted for approval by T-Mobile through the program brief process prior to certification with TNS; After a build passes testing, it is "stamped" and watermarked by TNS. TMO-264 Once an application or game is stamped and watermarked, it can be distributed at will provided the accompanying Short Code has been provisioned and the campaign certified via the D2C program; Networked games and applications will differ slightly than non- TMO-265 networked games and applications in that certification of networked applications/games through TNS does not guarantee distribution via the D2C program. If a networked game or application is being offered, a Program Brief will need to be submitted and the campaign certified via the normal D2C process; Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 146 of 165 © 2011 Mobile Marketing Association
Networked games and applications may only be accessed by our TMO-266 Premium Data Rate Plan subscribers via a non-white listed WAP URL (refer to section 11.4). Game and Application certification through TNS takes approximately TMO-267 3 weeks. This must be factored into the overall campaign go to market timeline when determining a campaign launch date; All policies in the Playbook apply to any application offerings available TMO-268 through 3rd Party Content sites; and Application sales are allowed through One-Time purchase and TMO-269 Subscription models consistent with Section 9. Alternative models, such as, but not limited to “Rental”, “Try and Buy”, “Buy a level”, etc. are not permitted. T-Mobile requires that all Direct to Consumer programs be tested TMO-270 Testing and internally by the content provider and externally by a T-Mobile Certification sanctioned testing house. The external testing and certification process is managed jointly by T-Mobile and a third party. Service Audits All Services running on T-Mobile’s network are routinely monitored TMO-271 and Compliance and audited for compliance with MMA Consumer Best Practices and T- Mobile Playbook policies. At a frequency determined by T-Mobile, additional random audits may be required of all Services in Market. If at any time production Services are found out of compliance with the Playbook or D2C Agreement they may be suspended immediately without prior notification. This is a zero tolerance policy. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 147 of 165 © 2011 Mobile Marketing Association
D2C Examples Correct Short Code Use Examples: Short Codes Section 6.1 Below are several examples of how Short Codes may be used: Content Content Same Short Code Allowed Provider/Service Provider/Service Bob’s Daily Horoscope Bob’s Daily Weather Yes – T-Mobile will support both (Standard-rated) Alerts (Premium-rated) Standard-rated and Premium-rated services under the same Short Code but that Short Code must be Premium rated. Bob’s Daily Hip Hop Bob’s Ringtones Yes – T-Mobile will support multiple Alerts (Standard-rated) (Standard-rated) Services for the same Client under the same Short Code provided a unique Offer Description for each Service is passed through in the purchase request. Refer to Section 6.5 for details. Bob’s Ringtones Bob’s Chat No – Chat Services must be reflected on separate Short Code. Bob’s Downloads Jack’s Downloads No – Cannot support multiple Content Providers or Clients on the same Short Code. Bob’s Daily Horoscope ABC Org Mobile Giving No – Mobile Giving campaigns cannot run under a Short Code that is also used for commercial services. Universal HELP Command Example: Section 5.1 MO Help MT Bob’s Movie Trivia Game. To start reply PLAY. To quit reply Std STOP. For customer support contact support@bobstrivia.com. Msg & Data Rates May Apply. MT DL Bob’s Tones: $9.99 for 8 tones/mo. 4 credits left. Quit? Txt Std Sub STOP. Support? Call 18881234567 or visit www.bobstones.com. Msg & Data Rates May Apply. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 148 of 165 © 2011 Mobile Marketing Association
Double Opt-in Example: Section 7.2 CTA Text 12345 for a weather alert each day from Weather Pro. Subscription service for $4.99/mo + Msg & Data Rates May Apply. MO 12345 Weather Std MT You have requested Daily Weather Alerts from Weather Pro. Std Subscription service is $4.99/mo + Msg & Data Rates May Apply. To agree reply ‘Yes’. For help text HELP. MO Yes Std MT Welcome! You’re subscribed to Weather Pro’s Daily Weather $4.99+std Alerts at $4.99/mo. 1st alert will arrive shortly. To end alerts text ‘STOP’. HELP MT Daily Weather Alerts. $4.99/mo + Msg & Data Rates May Apply. Support: 888-123-4567. To quit text STOP. Std Std Rate One Time Event Example: Section 8.1 CTA Text 12345 with your comment to see it live on ABC’s Jumbotron. Msg & Data Rates May Apply. MO 12345 – This place rocks! Std MT ABC Jumbotron: Thanks for your message. Keep your eye on Std the Jumbotron – it will be up there soon. Msg & Data Rates May Apply. Text HELP 4 info, STOP to cancel. Std Rate Subscription: Section 8.2 CTA Text “Bob” to 12345 to sign up for Bob’s Movie Alerts. Up to 3 messages/week. See www.bobsmovies.com for more info. Msg & Data Rates May Apply. MO Bob to 12345 Std MT Welcome 2 Bob’s alerts! You’ll get your first new movie alert Std soon and then 1 new msg daily. Text HELP 4 info STOP to cancel. Msg & Data Rates May Apply. Premium One-Time Event Example 1: Premium text to Jumbotron – Section 9.1 CTA Text 12345 to see your message on Mega’s Jumbotron. $.99/message + Msg & Data Rates May Apply. MO 12345 – Yo, check me out I am so freakin cool. Std MT Mega Jumbotron. $.99/message. Thanks for your message. Your .99 + Std text will appear shortly. $.99/message + Msg & Data Rates May Apply. Text HELP 4 info, STOP to cancel. HELP MT Mega Jumbotron. $99/message + Msg & Data Rates May Apply. Text Screen Inc.: 888-123-4567. STOP to cancel. Std Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 149 of 165 © 2011 Mobile Marketing Association
Premium One-Time Even Example 2: Premium text to vote – Section 9.1 CTA NBC Celebrity Guest Vote. Text 12345 to vote for your favorite celebrity guest. $.99/message + Msg & Data Rates May Apply. MO 12345 – John Laberblaster Std MT NBC Celebrity Guest Vote: Thanks for your message! Your vote .99 + Std has been counted. $.99 + Msg & Data Rates May Apply. Text HELP 4 info, STOP to cancel. HELP MT NBC Celeb Guest Vote. $99/vote + Msg & Data Rates May Apply. Support: 888-123-4567. STOP to cancel. Std Premium Recurring Events Billed Per Message: Section 9.2 CTA Bob’s Daily Weather Alerts. Text 12345 for a weather alert each day. Each alert is $.99 + Msg & Data Rates May Apply. MO 12345 Weather Std MT Daily Weather Alerts from Bob’s Alert Services. Each alert is Std $.99/alert ($30.00/mo). Msg & Data Rates May Apply. To agree reply ‘Yes’. HELP 4 info. MO Yes MT Welcome. Your 1st alert will arrive shortly. $.99/alert. To end Std alerts text ‘STOP’. Support: 888-123-4567. MT Alert 1 $.99+Std MT Alert 2 $.99+std Accrued You’ve spent $X.XX so far this month on Daily Weather Alerts Std Charge (.99/daily alert = $X.XX/mo). Msg & Data Rates May Apply. Notification Text ‘STOP’ to end. Text ‘HELP’ for help. Premium Recurring Message Subscription Service Example: Section 9.3 CTA Bob’s Daily Weather Alerts. Text 12345 for a weather alert each day. Subscription service for $4.99/mo + Msg & Data Rates May Apply. MO 12345 Weather Std MT You have requested Bob’s Daily Weather Alerts. Subscription Std service is $4.99/mo. Msg & Data Rates May Apply. To agree reply ‘Yes’. For help text HELP. MO Yes Std MT Welcome. You’re subscribed to Bob’s Daily Weather Alerts at $4.99+std $4.99/mo. Your 1st alert will arrive shortly. To end alerts text ‘STOP’. MT Alert 1 Std MT Alert 2 Std Help MT Bob’s Daily Weather Alerts at $4.99/mo + Msg & Data Rates Std May Apply. Reply STOP to quit. Support: 888-123-4567. Anniversary You are currently subscribed to Bob’s Daily Weather Alerts. $4.99+std or EOM Alerts are $4.99/mo + Msg & Data Rates May Apply. Text ‘STOP’ to quit at any time. Support: text HELP or contact 888- 123-4567. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 150 of 165 © 2011 Mobile Marketing Association
Premium Chat Example: Section 9.5 CTA Fun Chat: Text 12345 Chat to chat with amazing people. .99/message + Msg & Data Rates May Apply. MO 12345 Chat Std MT Welcome to Fun Chat. You will be charged .99/message .Std received. Reply with your name to start chatting with amazing people. STOP to quit. Txt HELP for help or call 888-123-4567. Msg & Data Rates May Apply. MO 12345 Bill Std MT “Hi Bill, I’m Summer. What are your hobbies?” .99 MO “Hi Summer. I like to monoski. It’s so cool.” Std MT “WOW! I monoski too. What kind of ski do you have?” .99 MT Service notice – you have spent $25.00 to date this month. This Std ($25.00) service is $.99/message received + Msg & Data Rates May Apply. To continue text ‘continue’. Support: 888-123-4567. MT Service notice – you have spent $50.00 to date this month. If Std ($+25.00 you agree to continue using this service text ‘continue’. ) Support: 888-123-4567. MT Service notice – you have spent $75.00 to date this month. You Std ($+25.00 have hit your service limit for the month. You may continue ) using next month. Support: 888-123-4567. Premium One-Time Download Event Example: Section 11.6 CTA Text 890 to 12345 for “Evening Lights” ringtone by Bob Zigby at $1.99 + Msg & Data Rates May Apply. MO ‘890’ to 12345 Std MT You have requested “Evening Lights” at $1.99 per download. To agree, reply ‘Yes’. Msg & Data Rates May Apply. Text HELP for help. MO Yes WAP User clicks and initiates download Push MT (after last byte and delivery notification) Thanks for your order. $1.99 $1.99 + Msg & Data Rates May Apply. For support call Bob’s Tones: 888-123-4567. To quit text Stop. Alternative Payment Example: Section 11.6 CTA (Website) Enter your credit card information and choose “Evening Lights” ringtone by Bob Zigby at $1.99 + Msg & Data Rates May Apply. MO User enters credit card information on website WAP User clicks and initiates download Push MT [Advice of charge sent over designated send service for Std alternative payments] (after last byte and delivery notification) Thanks for your order. $1.99 will appear on your next Credit Card bill. Msg & Data Rates May Apply. For support call Bob’s Tones: 888-123-4567. To quit text Stop. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 151 of 165 © 2011 Mobile Marketing Association
Web Initiated Opt-In Example: Section 11.6 CTA User sees an advertisement and visits the Ringtone.com website. Initial opt-in User chooses to buy the subscription ringtone package by Std clicking the “buy” button. User is asked to agree to T&Cs, select their carrier, and enter their cell phone number. Initial MT Ringtone.com – 20 credits for $9.99/month. Msg & Data Std Rates May Apply. Your PIN is XXXX enter at website or Reply “Yes”. Text HELP for Help. Support: Ringtone.com or call 555-222-3333. Double opt-in User enters PIN on website or responds “Yes” to Short Code Std Confirmation You are subscribed to Ringtone.com at $9.99/month! $9.99 + MT Support? 555-222-3333. HELP 4 Help, Text STOP to end. Std T-Mobile Certification T-Mobile requires that all Direct to Consumer programs be tested internally by the content provider and externally by a T-Mobile sanctioned testing house. The external testing and certification process is managed jointly by T-Mobile and a third party. T-Mobile Audit All Services running on T-Mobile’s network are routinely monitored and audited for compliance with MMA Consumer Best Practices and T-Mobile Playbook policies. At a frequency determined by T- Mobile, additional random audits may be required of all Services in Market. If at any time production Services are found out of compliance with the Playbook or D2C Agreement they may be suspended immediately without prior notification. This is a zero tolerance policy. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 152 of 165 © 2011 Mobile Marketing Association
AT&T Provisioning Section Guideline MMA ID AT&T AT&T reserves the right to assess penalties up to and including ATT-01 Customer removal from the AT&T network for failure to adhere to MMA Experience CBP, AT&T CEP and policies or any activity by aggregators, Policy (CEP) content providers or affiliates that AT&T deems inappropriate. for 3rd Party Content Providers Refund AT&T has set a maximum refund threshold that all aggregators ATT-02 Threshold are required to operate within. High refunds are indicative of poor mobile product offerings and/or poor consumer experiences. High refunds are also related to questionable customer acquisition practices (incentive and/or stacked marketing). Premium Rate AT&T ability to waive double opt-in: ATT-03 Program In certain limited instances, AT&T may waive the double opt-in Double Opt-in on a program-by-program basis:  A current exception to the double opt-in practice is a mobile ATT-04 interaction with the call to action for network television programming. A premium charge call to action integrated with programming must be a single opt-in when the call to action contains the following conditions: o A Mobile Originated message with a premium price at $0.99 or below. o Interaction is transaction based messaging and is not subscription based. o On air call to action and advice of charge need to be clearly stated, inclusive of both visual and verbal – text size (10 font minimum), placement (prominent), and length of time on air (10 seconds). o Premium elements of the program are only offered during the broadcast. o A thank you/confirmation message including advice of charge must be sent following the MO AT&T Double opt-in parameters: ATT-05  WEB Opt-in o All pricing and billing periods/terms of the third party content must be clearly and conspicuously disclosed immediately adjacent to any customer submission field (i.e. phone number field or PIN code field). Clear disclosure of the pricing and billing period/term must not be on an additional page nor shall it be located on a page that would require the customer to scroll in any direction. The following terms must be clearly and conspicuously disclosed ATT-06 on any cell phone number submit web page and any PIN code submit web page: The initial and recurring charge of the content being promoted ATT-07 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 153 of 165 © 2011 Mobile Marketing Association
Verbiage that additional charges may apply. ATT-08 The customer will be charged automatically with no further ATT-09 action on part of the customer. The term of which the charge will automatically be made to the ATT-10 account in the absence of cancellation of the service/plan. Indication the customer will continue to received the charges ATT-11 until the customer cancels the service/plan. Instruction on how to cancel the service/plan. ATT-12 Disclosure of the mechanism for charging the customer (e.g. “on ATT-13 your cell phone bill or deducted from your prepaid balance on your cell phone account”). All purchases must be authorized by the account holder. ATT-14 Terminology as such to ensure the account hold approves of the opt in of any third party campaigns must also be clearly disclosed on any cell phone number submit web page and any PIN code submit web page. An internet hyper-link to the terms and conditions must be ATT-15 present on every cell phone submit page and PIN code submit page in the internet order path. AT&T Upon successful opt-in of service, a confirmation message must ATT-16 Confirmation be sent to new customer. Confirmation messages sent to AT&T Messages subscribers at minimum must contain: Name of product and / or service ATT-17 Total price & subscription terms ATT-18 Instructions for terminating service (including a generic stop ATT-19 command) Any premium subscription alert service must execute an alert to ATT-20 the opted in customer immediately after the customer has opted in. This alert should be a content alert and should be in addition/separate from the confirmation message. AT&T Opt-out  Any opt-out request must be instantaneous with the ATT-21 Requirements exception of email, which must be processed within 24 hours.  Subscribers must be able to opt-out by calling one of the ATT-22 following: Connection Aggregator, content provider (company providing content via Connection Aggregator bind), AT&T customer CARE.  Content Providers must provide AT&T customer service reps ATT-23 with the ability to systematically remove a subscriber from a program – not requiring the customer to take action on their own.  An MT message confirming the opt-out must be sent to the ATT-24 subscriber - this cannot be a premium message. This message must indicate that the subscriber has not been charged and will not incur further charges or further communications from the subscriber. This message must be non-billable to the subscriber. Subscription AT&T has put in place a subscription migration policy that applies ATT-25 Migration to aggregators that have content providers migrating from one Policy aggregator to other(s). This applies directly to content providers that are selling subscription-based services through DirectBill, and intend to change the merchant of record for an existing subscriber base. The also applies to changing subscription based product ID (QVPID) for the existing merchant of record, or Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 154 of 165 © 2011 Mobile Marketing Association
changing the price point of a subscription offer. Any content providers that wish to migrate their services off of ATT-26 one aggregator and onto a different aggregator must submit their intentions to migrate to both aggregators prior to any submission of migration to AT&T. In addition, a letter of authorization must be submitted to AT&T to confirm the migration. There are two high level requirements for migration of a ATT-27 subscription:: Retain the subscribers’ anniversary date of the subscription ATT-28 Minimize subscriber confusion ATT-29 The DirectBill merchant must be capable of using the DirectBill ATT-30 Subscription and Refund Management API (SRM API). Each aggregator should have received a document from AT&T ATT-31 CTO team outlining the step-by-step procedures on migrating an existing customer base. Please refer to that document or request a document with those directions prior to migrating. A short code migration request may take up to thirty (30) days ATT-32 from the date the Provider provides the short code Proof of Ownership letter to AT&T. Upon completion of the short code migration, AT&T will communicate the specific migration date to the Provider. The change in Provider billing will take affect on the specific migration date and no Provider billing adjustments/credits will be made on the monthly invoice from AT&T. AT&T may also set up maintenance fee(s) for such migrations ATT-31.5 that occur. Additional All aggregators are required to follow the AT&T subscription ATT-33 Subscription policy. This policy states that any synchronous-event based Considerations products must be compliant with AT&T subscription API through Qpass. This will allow AT&T to subsequently control the renewals of customer subscription as well as allow AT&T customer service to more efficiently identify and manage off portal subscription campaigns in the case an AT&T customer calls in about the off portal service. Aggregators and content providers should be discouraged in pushing through ‘item’ charges on a recurring basis to get around the subscription policy. Program Price AT&T has set a maximum price point for subscription programs. ATT-34 Points Aggregators must adhere to the approved price point set for their respective programs. AT&T reserves the right to change the maximum price point by ATT-35 program type at any time. Subscription Subscription programs must be monthly (not daily, weekly, ATT-36 Periods quarterly, annually), unless mutually agreed by AT&T and the Content Provider.  AT&T does not support daily subscriptions. Daily messages ATT-37 must be prepaid in predefined bundles or charged one monthly fee.  Program offering daily premium messages must be bought in ATT-38 prepaid buckets or in one monthly subscription.  The result of a single sign-on process is one single ATT-39 subscription service, and rules apply for each single subscription service  There must be no minimum subscription period associated to ATT-40 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 155 of 165 © 2011 Mobile Marketing Association
programs. Pro-ration is not required if properly disclosed in content providers terms and conditions.  Programs offering trial periods must not charge any ATT-41 premium charges until after the trial period has completed and the subscriber has been informed of subscription pricing terms.  The billing period begins on the day in which the subscriber ATT-42 enrolled. If the AT&T subscriber enrolled on the 17th of a given month, their renewal period will be on the 17th of subsequent months.  Service flow and information must not be misleading ATT-43 in any way. Termination of  When AT&T provides a phone number that has been ATT-44 Subscription removed from service, the content provider must remove Services this number from all subscriptions and phone number must not incur any more premium charges.  When a campaign has been designated as ‘Completed’ any ATT-45 existing customers or subscriptions need to be concluded immediately. Completed campaigns will be prohibited from maintaining an active customer base. From time to time AT&T may supply a list of mobile numbers ATT-46 that have been deemed ‘deactivated’ to the aggregators. This list will be encrypted for security. It will be the responsibility of the aggregator to sort that deactivation list accordingly as to send only the numbers effected per content provider to be removed from any existing subscription services. The aggregator (if able) can also remove these numbers from their systems ahead of the content provider. It is strongly recommended that mobile numbers on this deactivation list are sorted as such that only numbers that are assigned to services per content provider are sent to that respective content provider. Aggregators should NOT be either blindly sending the entire list out to all of their content provider or sending lists of mobile numbers that do not apply to content providers that don’t have those mobile numbers included in their subscriptions. Failed Billing In the event that a billing attempt is unsuccessful, the content ATT-47 Retry provider is allowed 5 days after the initial attempt to retry billing the customer. After the 5th day, the failed billing attempt must be handled as a permanent bill failure and all retries must be customer initiated by going through the purchase flow again. Additionally, the content provider should keep logs of all MTs and MOs in case a customer attempts to opt into the service again. General All material terms and conditions of the program are clearly ATT-48 Advertising communicated. Policy for AT&T All requirements for terms and conditions should be ATT-49 located within the T&C’s link or the Terms of Service link. A Billed to Business (free to end user message) must include the ATT-50 words “free message” within the text of the message and also state standard data (kbs) charges still apply when End Users click on a link in the message or End Users browse from their mobile devices.  Service Pricing information is clearly and conspicuously ATT-51 indicated. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 156 of 165 © 2011 Mobile Marketing Association
 All advertising, promotional material, and service Help ATT-52 message clearly display the opt-out information. The service is not promoted as “free”, “complimentary”, “no ATT-53 charge”, “without charge”, or any other term that reasonably leads the customer to believe that he or she may receive something of value, entirely or in part without a requirement of compensation in any form, or that tends to convey the impression to the customer that the service/plan is “free” when premium fees are associated with the service that the subscriber will pay with a reasonable level of participation in the program. IF the service/plan or any merchandise is included within a plan/service/subscription, then it must be clearly and conspicuously initially represented to the customer pursuant to his or her authorization of billing for a paid subscription plan, the price of the plan, and its term. For example, a free ringtone offer requiring a customer to subscribe to a monthly subscription plan at a cost of $9.99 per month shall say, “Free ringtone with paid monthly subscription of $9.99/month.” Subscription term and billing interval is specified/disclosed to ATT-54 customer. Pricing in advertisements must be summarized to an estimated ATT-55 total monthly cost. (i.e. “$1/day equals $30/mth”) Notice that the charge will be billed on the customer’s wireless ATT-56 phone bill or deducted from their prepaid balance. Program advertising or its placement must not be deceiving ATT-57 about the functionality, features, or content of the underlying service. Any promotions of ads of any kind must include participating ATT-58 carrier ids and information on handset compatibility. o Programs offering trial periods must make subscriber aware of total cost after trial period in advertisements. o Description of charges must be clear. Must be as prominent as promotional font and must be in close proximity to promo details. Pricing must be clear for each medium the program is promoted: ATT-59 o TV: Must include pricing, terms & conditions and opt- out information with font size as large as promotional font. On air call to action pricing and terms need to be clearly stated, inclusive of both visual and verbal – text size (10 font minimum), placement (prominent), and length of time on air (10 seconds). o Radio: On air call to action pricing and terms need to be clearly stated verbally. o WEB: Must include explicit pricing details, terms s & conditions location and opt-out information on the same page and in close proximity to promotional details. The user must not be required to scroll or click to another page. This information must be in addition to any terms and conditions provided as a link on the website. o WAP: Must include pricing, terms s & conditions and opt-out information on the WAP same page as promotional details. The user must not be required to scroll or click to another page. This information must be in addition to any terms and conditions provided as Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 157 of 165 © 2011 Mobile Marketing Association
a link on the website. o PRINT: Must include sponsor identification, explicit pricing details, terms s & conditions location and opt- out information on the same page and in close proximity to promotional details. This information must available in the Advertisement. o SMS: As previously indicated, all pricing, terms s & conditions and opt-out information must be included in the first and all subsequent service messages. Stacked and “Stacked Marketing” is an advertising method in which a ATT-60 Incentive consumer is presented with an initial offer. Once the user signs Marketing up, multiple cross-sell offers are presented (i.e. user signs up for ringtones on short code 12345 and then the user is presented with like offers on short code 23456) within the same user flow. This type of marketing method has a negative consumer experience impact, thus, will not be permitted. “Incentive Marketing” is an advertising method in which a ATT-61 consumer is presented with an incentive (i.e. free iPad, IQ Quiz result, love match, etc.) if they sign up for a mobile product/service. If an “incentive” is being offered, then it must be delivered once the user complies with the terms of the agreement. The terms of the agreement must be accepted before the user is billed for the mobile product/service. Unsolicited If content provider desires to send promotional material to an ATT-62 Messages AT&T subscriber via sms, the subscriber must consent to receive (SPAM) such promotional materials before any messaging is sent. No promotional messages of any kind may be sent to a ATT-63 subscriber after the subscriber has opted out of services. Unauthorized Content Providers will not engage in the submission or inclusion ATT-64 Charges of unauthorized charges, including charges that resulted from (CRAM) misleading or deceptive representations for products or services on AT&T subscriber wireless bills. AT&T has a zero tolerance for content providers found to be in ATT-65 violation of this policy and will automatically remove violators from the network, at AT&T’s sole discretion. Chat and Social Additional advertising requirements apply specifically for chat ATT-66 Networks services. Policy for AT&T Advertising for chat programs must not imply unapproved ATT-67 content. For operator-assisted chat, appropriate disclosure must be made ATT-68 in the advertising and terms and conditions of the program. o Example disclosure wording: This service employs operators who are paid to participate in chat. All social networking and chat applications or games, which allow ATT-69 communication between users, will be responsible for all of the safety tools below. AT&T shall provide all best efforts to ensure that content providers are adhering to the following safety guidelines by conducting ongoing audits of social networking and chat applications or games. All social networking and chat applications or games are required ATT-70 to have the following: An age acknowledgement tool at registration that successfully ATT-71 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 158 of 165 © 2011 Mobile Marketing Association
determines if the user’s age is appropriate, and blocks access if he or she does not meet the set age requirement o A minimum age of 13 is required for all non- romance themed games and applications o A minimum age of 18 is required for all romance and dating themed games and applications A ‘Report Abuse’ function must be made easily accessible to the ATT-72 user with clear action provisions outlining how complaints will be responded to Chat Programs Chat programs must be clearly identified by including the word ATT-73 “Chat” in the program description and overviews. Chat programs must be offered at one of the following price ATT-74 points:  Unlimited chat at a defined price point  Limited chat for a specified amount per month with no overages Chat programs with “per-use purchases” are not allowed. ATT-75 Mobile Quiz Pricing for mobile quiz subscription services must be clearly ATT-76 Programs disclosed to the customer on both the web and mobile based phone number submit, PIN submit and introduction pages. Pricing on phone number and PIN submit pages must the same ATT-77 font size as the submit fields. Pricing must be immediately adjacent to the phone number and ATT-78 PIN number submit fields. Subscription Additional advertising requirements apply specifically for ATT-79 Services subscription services. Advertising Policy for AT&T  Promotional material for subscription services must clearly ATT-80 indicate that the service is subscription based. These words must be prominent and highly visible to readers. o Must be as prominent as promotional font and must be in close proximity to promo details. o Subscription services terms of use (i.e. whole cost pricing, opt-out) information must be clearly visible. o Advertisements promoting “FREE” content will receive special attention to ensure subscribers fully understand terms and conditions of service and must adhere to AT&T’s general advertising policy.  Terms of subscription (Price, duration, opt-out process, etc.) ATT-81 must be listed FIRST in T&Cs section online as well as any other printed material. Price and frequency of subscription must not be buried in T&Cs.  Opt-out information must be clearly displayed in all ATT-82 advertising and promotion material. Where stop instructions are displayed, the information provided must advertise a generic STOP command, and additionally service specific stop commands – for example “stop polytones” may also be advertised. Program Campaigns are approved and provisioned based on specific ATT-83 Change parameters that were presented to the aggregator and AT&T. If Approvals the content provider wishes to run additional programs on a given short code, then each additional program will require Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 159 of 165 © 2011 Mobile Marketing Association
approval from AT&T. All notifications to AT&T must be provided 10 business days notice prior to change rollout in order for AT&T to properly approve the change request. The following changes require aggregators to submit a request to ATT-84 AT&T: Campaign name or content provider brand changes ATT-85 Campaign products line up changes (i.e. additional alert ATT-86 programs instituted other than those provisioned) New and / or alternative hosts begin offering campaign (i.e. ATT-87 launch of new website offering similar and / or dissimilar products and services on existing campaign or short code. Customer care information changes ATT-88 Early termination of campaign ATT-89 Program changes affecting consumers rights to privacy ATT-90 The aggregator is required to summarize the changes and ATT-91 update any changes in the provisioning tool. The campaign cannot implement the requested change until approval is granted. Inappropriate The use of inappropriate content in SMS campaigns is strictly ATT-92 Content prohibited. Below describes AT&T’s position on inappropriate content. Campaigns that offer inappropriate content may be terminated. AT&T Reserves the right to classify any material as inappropriate. Wireless Content Guidelines Classification Criteria ATT-93 Mobile content will be classified as Restricted Carrier Content or Generally Accessible Carrier Content based on existing criteria used to rate movies, television shows, music and games. Content is generally considered “Restricted” if it contains any of the following restricted content identifiers: Restricted Carrier Content ATT-94  Intense Profanity  Intense violence  Graphic depiction of sexual activity or sexual behaviors > Nudity  Hate speech  Graphic depiction of illegal drug use Any content that has not been classified as “Restricted Carrier Content” will be considered “Generally Accessible Carrier Content” and will be subject to be available to all consumers. Profanity Use of profanity in products that can be exchanged through the ATT-95 use of SMS technology is strictly prohibited. Lyrics, Wallpapers, Song Titles, SMS alerts, and moderated SMS interactive communications containing profanity must be removed. If a particular piece of content is incomplete without using a profane word, it is permissible to offer this product only after the word have been altered to be less profane (i.e. Sh*t) Drug Use Any reference to the abuse of alcohol, drugs, tobacco or other ATT-96 controlled substances is strictly prohibited. This includes verbal and nonverbal actions in which a person could conclude that promotion of drug use is intended. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 160 of 165 © 2011 Mobile Marketing Association
Sexual Conduct Content of adult nature is not allowed. Adult nature includes ATT-97 sexual explicit images and textual communications that are sexual graphic. Sexual Explicit Images: ATT-98 - No exposed breast or genitalia either cartoon or real, is permitted to be offered. - No images meant to insight sexual activity may be offered. This includes images depicting any sexual act. Textual Communications ATT-99 - Any controlled communications between a campaign and subscriber must not contain content that could be considered sexually explicit. Content directed at encouraging sexual acts or to excite a subscriber in a sexual way is not allowed through SMS premium services. All current AT&T naming conventions and product descriptions ATT-100 AT&T Naming can be referenced at the following link: Conventions http://developer.att.com/developer/index.jsp?page= and Product goToMarketDetail&id=6.3_v1_5200118 Descriptions (DCBO) ALL transactions are now required to be DCBO compliant. ATT-101 To ensure compliancy for DCBO: ATT-102  Description field should no longer include Short Code/Campaign ID/Merchant Name  Price points are not to be contained in description field  Description field provides clear, concise, customer- friendly descriptions for Off-Portal Mobile Purchases & Downloads transactions  Product descriptions should not duplicate a merchant name  Product Descriptions should not be acronyms that are not immediately recognizable (i.e. as BET or MTV would be)  Merchant names should be listed with the merchant’s URL whenever possible (i.e. magmic.com) DCBO is a vital effort to help give customers a better ATT-103 understanding of what they purchased by providing more accurate details about the services they purchased on their bills. This effort will go along way to help avoid refunds and also aid AT&T customer service in identifying third party services. See ATT-EG-01 at end of Provisioning Section ATT-104 As a reminder, here is an example of the proper DCBO format for ATT-105 item purchases AND subscription services: AT&T does not allow unique short codes to be live under two ATT-106 different binds or connected partners. For each Aggregator, AT&T will enable an option that requires ATT-107 each Aggregator to submit valid values for Merchant Name, Short Code and Campaign ID for every purchase. These fields will be required for purchases submitted via the Purchase Web Service (API) and those submitted via Buy Link. – See ATT-EG- Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 161 of 165 © 2011 Mobile Marketing Association
02 below AT&T-EG-01 CONTENT_ PRODUCT_ MERCHANT_ PERIODICI PRICE SHORT_ CAMPAIGN_ID PROVIDER_ DESCRIPTION NAME TY CODE NAME (aggregator Baseball Tone Mobisports.com onetime 0.99 12345 98765 name) (aggregator Weather Alerts Jims Monthly 9.99 98765 12345 name) weather.com ATT-EG-02 Field Name Data Type Num. Chars. Num. Chars. Description Default Sample Allowed by Displayed on Value Value Qpass Bill merchantName ASCII String, 50 chars First 20 chars The merchant name None BET TV QMERCHANTNAME cannot be presented during advice- blank of-charge, in purchase history and on the AT&T customer bill. short code Positive 16 digits First 6 digits The SMS short code for None 12345 QSHORTCODE Integer, the product being cannot be purchased. blank campaignid Positive 16 digits First 5 digits The AT&T assigned None 1234 QCAMPAIGNID Integer, campaign ID for the cannot be product being blank purchased. AT&T Certification & Audits Section Standard MMA Id Frequency The AT&T Audit and Monitoring team periodically will perform audits ATT-AU-01 on SMS/MMS/WAP campaigns. Unless information is required for audit of the campaign, the audited companies will not be informed that an audit is taking place. A summarized report of all audit results will be communicated. ATT-AU-02 Aggregators will receive a detailed feedback form for all failed audits, which requires an immediate response. Audit Process AT&T has an independent division responsible for proactively ATT-AU-03 monitoring existing campaign content, applications, billing and advertising techniques to ensure that campaigns are in compliance with both the Mobile Marketing Association’s Consumer Best Practices and the AT&T Customer Experience Policy. Campaigns are critiqued and feedback is provided to aggregators to better the customer experience. Periodically, AT&T will request campaign specifics from the campaign ATT-AU-04 aggregator. A two-day turnaround has been allotted for this information request to be filled out and returned to AT&T in entirety. Completed data requests are used by the AT&T Audit and Monitoring Team to execute audits. Audits will be conducted at the campaign level. The script associated ATT-AU-05 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 162 of 165 © 2011 Mobile Marketing Association
with the audit will test the majority of functionality offered by a campaign. For more information see the ‘Audit Script Overview’ section. AT&T will provide the feedback on the audited campaign to the ATT-AU-06 aggregator. AT&T expects changes to be made in response to the feedback. If, changes are not made and AT&T end customer is at risk, the campaign will be terminated after the allotted change request deadline. Aggregators and/or Content Providers are encouraged to follow up on feedback items if they feel strongly opposed to the change request. Content Provider questions specific to items on the feedback must be sent through the campaign’s Aggregator to AT&T. After the AT&T and Aggregator proposed change deadline, a follow up ATT-AU-07 validation audit will be executed. The Audit and Monitoring Team will assess each element on the initial feedback report as well as perform another audit. If the campaign is compliant then no further action is required. Any new items will be addressed in the next scheduled audit. If the ATT-AU-08 campaign still does not meet AT&T’s requirements, AT&T will work with the Aggregator to resolve all outstanding issues. If necessary, AT&T may choose to terminate the service. Audit Triggers The AT&T Audit and Monitoring Team will execute audits periodically. ATT-AU-09 Some campaigns and Content Providers will be audited more frequently based on their previous performance. Examples of audit triggers are:  New SMS/MMS/WAP campaigns offered to AT&T subscribers.  Internal requests for audits, such as those resulting from inquiries about a Content Provider’s performance. Complaints related to negative customer experience and/or product appropriateness. Audit Script Existing campaign content, applications, billing and advertising ATT-AU-10 Overview methods will be audited with a repeatable script to ensure that campaigns are in compliance with both the MMA’s Consumer Best Practices and AT&T’s Customer Experience Policy. Campaigns will be reviewed and feedback will be provided to the Aggregator to better the customer experience. The script provides a consistent method to review Campaigns. Each ATT-AU-11 functional area has a list of requirements derived from the MMA’s Consumer Best Practice Guidelines and AT&T’s Customer Experience Policy, which must be met. If a campaign does not meet a requirement, then it will fail the audit and be handled as an Escalation. The script focuses on the following functional areas: ATT-AU-12  Website Functionality: The script will analyze the Content Provider's website for functionality that is available to the AT&T customer.  Messaging: The script will audit a sampling of the messaging content to make sure it follows all guidelines.  Advertising: The script will analyze the advertised content that a Content Provider uses to acquire AT&T customers.  Billing: The script will analyze the billing detail and presentation as well as terms and condition context.  Products Offered: Details pertaining to the type of content that is being offered are gathered in this section. Auditing Each functional area is reviewed independently. Audits will receive an ATT-AU-13 Pass/Fail overall Pass/Fail grade. All violations/failures will be handled as Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 163 of 165 © 2011 Mobile Marketing Association
Escalations and require resolution. See Audit Issues section. Content The resolution of failed audits must be communicated the AT&T Audit ATT-AU-14 Provider and Monitoring Team. Responsiveness Audit Issues The following items are considered a risk to the SMS industry and ATT-AU-15 AT&T’s subscriber base. If they are found in a campaign, the campaign may be terminated at AT&T’s discretion. High Priority Issues that may result in campaign termination include, ATT-AU-16 but not limited to:  Unsolicited messages sent to AT&T subscribers  Failure to comply with Double Opt in procedures and/or bare minimum message requirements  Opt Out procedures that do not work properly  Campaign pricing that is a violation of AT&T’s Customer Experience Policy (i.e. subscription that charges AT&T subscribers weekly)  An intent to deceive AT&T subscribers  Advertising that is intentionally deceptive  Failure to respond to Escalations within the prescribed timeline.  Inappropriate content (i.e. Chat content, Images, Text)  Inappropriate and/or inaccurate billing  Failure to comply with parental controls and/or age validation when warranted  Did not receive product/service  Use of the word “free” or similar language  Florida AG Criteria AT&T reserves the right to classify any unresolved issue as a high priority item. AT&T Branding AT&T restricts the use of its registered trademarks and branding. All ATT-AU-17 aggregators and content providers that offer services to AT&T customers are to reference available services on their sites and promotional entities as: “AT&T” in plain text. “AT&T” can be presented as such, but no use of logos and or AT&T trademarks are to be used for off-portal services. Off-Portal promotions should clearly state that the product/service is ATT-AU-18 being offered by the promoting Content Provider. No reference should imply that AT&T is the provider of the product/service. Content Providers may only state that the product/service can be purchased by AT&T subscribers. Certification ATT-AU-19 AT&T will waive certification requirements for Fortune 500 companies at AT&T’s sole discretion. The AT&T SMS Campaign Certification process is in place to certify ATT-AU-20 campaign compliancy and functionality prior to launching the service into a production environment. Aggregators will not promote traffic to new campaigns until ATT-AU-21 notification is received from the AT&T Certification Team that the campaign is certified and ready for customer use. Failure to comply could result in de-provisioning or other penalties. Provider submitted Free To End User Short Codes cannot be used at the same time for Standard Rate and/or Premium campaigns. After a campaign is added to the Network, and tables are updated by ATT-AU-22 Billing, the Certification Team will send a notice to the Aggregator Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 164 of 165 © 2011 Mobile Marketing Association
letting them know that the campaign is in “Program Ready for Approval” status. The Certification Team will not begin testing at this point. Instead, it is expected that the Aggregator and Content Provider will conduct internal testing of the campaign, and will let the Certification Team know when the campaign is ready for Certification testing. After the Aggregator receives a notice that the campaign is available, ATT-AU-23 it will have 40 days to inform the AT&T Certification Team via email that the campaign is ready for Certification. If no response is received within 40 days, then the campaign will be changed to ”Completed” status. Once the Certification Team receives notification that a campaign is ATT-AU-24 ready for testing, a Certification test will be conducted that is identical to a regular audit. The campaign must meet all criteria in order to pass the Certification ATT-AU-25 test. If a campaign receives a passing score, the Certification Team will ATT-AU-26 notify the Aggregator via email following the test. At this point, the campaign will be considered certified and ready for consumer use. If a campaign receives a failing score, the Certification Team will ATT-AU-27 notify the Aggregator via email following the test. The email will include detailed instructions on what needs to be fixed to obtain a passing score. After the Certification Team sends a failure notification, the ATT-AU-28 Aggregator must fix the problems and notify the Certification Team via email that the problems have been fixed. Notification must be received from the Aggregator by Day 53 of the Certification window or the campaign will be changed to “Completed” status. If notification is received from the Aggregator by Day 53 of the ATT-AU-29 Certification window, then the Certification Team will re-test the failed campaign. If the campaign passes the re-test, the Certification Team will notify ATT-AU-30 the Aggregator via email following the re-test. At this point, the campaign will be considered certified and ready for consumer use. If the campaign fails the re-test, the Certification Team will notify the ATT-AU-31 Aggregator via email following the re-test, and the campaign will be changed to “Completed” status. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 165 of 165 © 2011 Mobile Marketing Association

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U.S. Consumer Best Practices

  • 1. U.S. Consumer Best Practices Version 6.0 Publication Date: March 1, 2011 Effective Date: April 1, 2011* *On June 1, 2011 the changes in this document will take effect for all digital advertising formats & message flows. For print, radio, television media advertisements changes in this document will take effect on June 1, 2011.
  • 2. Table of Contents INTRODUCTION: US CONSUMER BEST PRACTICES ............................................................. 6 PURPOSE: STANDARDIZE, & SIMPLIFY ............................................................................................ 7 SCOPE: STANDARD RATE, PREMIUM RATE, AND FREE TO END USER......................................................... 7 REFERENCES: MMA DOCUMENTS AND LINKS FOR REFERENCE PURPOSES .................................................... 8 RECENT CHANGES ................................................................................................................... 9 CROSS CARRIER STANDARDS ........................................................................................... 11 SECTION 1: STANDARD RATE .................................................................................................... 11 Standard Rate Cross Carrier Guidelines ............................................................................. 11 1.0 General Guidelines ............................................................................................................ 11 1.1 Messaging Frequency Guidelines.......................................................................................... 11 1.2 Guidelines for Advertising Messaging Programs ...................................................................... 12 1.3 Advertising to Children ...................................................................................................... 13 1.4 Viral Marketing ................................................................................................................. 13 1.5 Opt-In ............................................................................................................................ 14 1.6 Program Termination, STOP and Opt Out .............................................................................. 15 1.7 Program Short Code Transfer .............................................................................................. 16 1.8 Customer Care and HELP Guidelines..................................................................................... 16 1.9 Customer Record Maintenance ............................................................................................ 17 1.10 Terms and Conditions ...................................................................................................... 17 1.11 Tobacco & Alcohol Programs ............................................................................................. 18 1.12 Sweepstakes & Contests................................................................................................... 19 Standard Rate Examples.................................................................................................. 20 Opt-In Examples .................................................................................................................... 20 STOP Message Examples ......................................................................................................... 23 HELP Message Examples.......................................................................................................... 24 Change of Short Code Example Messages ................................................................................... 25 Standard Rate Cross Carrier Standards Matrix .................................................................... 26 SECTION 2: PREMIUM RATE ...................................................................................................... 28 Premium Rate Cross Carrier Guidelines.............................................................................. 28 2.0 General Guidelines ............................................................................................................ 28 2.1 Messaging Frequency Guidelines.......................................................................................... 28 2.2 Tobacco & Alcohol Programs ............................................................................................... 28 2.3 Guidelines for Advertising Messaging Programs ...................................................................... 28 2.4 Advertising to Children ...................................................................................................... 29 2.5 Viral Marketing ................................................................................................................. 30 2.6 Opt-In ............................................................................................................................ 30 2.7 Program Termination and Opt Out ....................................................................................... 36 2.8 Customer Care and HELP Guidelines..................................................................................... 38 2.9 Customer Record Maintenance ............................................................................................ 39 2.10 Promotional Content ........................................................................................................ 39 2.11 Sweepstakes & Contests................................................................................................... 40 2.12 Use of ‘Free’ and ‘Bonus’ Terminology ................................................................................. 41 2.13 Terms & Conditions ......................................................................................................... 41 2.14 Bill Face Descriptors ........................................................................................................ 42 2.15 Premium Billing Dispute Resolution .................................................................................... 42 2.16 Affiliate Marketing ........................................................................................................... 42 2.17 Premium WAP Sites ......................................................................................................... 43 2.18 Subscription Programs ..................................................................................................... 44 2.19 Spending Cap Limits – Non Chat Programs .......................................................................... 46 2.20 Chat Programs................................................................................................................ 46 2.21 Charitable Giving ............................................................................................................ 47 Premium Rate Examples .................................................................................................. 48 EXAMPLE: STOP Messages (CCS-EG-02) .................................................................................... 49 EXAMPLE: PREMIUM Rate IVR (Initial Opt In IVR) (CCS-EG-04 )..................................................... 50 EXAMPLE: Premium Rated Double Opt In– Alert Subscription (CCS-EG-05) ...................................... 51 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 2 of 165 © 2011 Mobile Marketing Association
  • 3. EXAMPLE: Premium Rated Opt In for WAP (CCS-EG-06)................................................................ 52 EXAMPLE: Premium Rated Chat Opt In (CCS-EG-07) .................................................................... 53 EXAMPLE: Billing Renewal Message (CCS-EG-10)......................................................................... 54 EXAMPLE: Bill Face Descriptor by Carrier (CCS – EG-11) ............................................................... 54 Premium Rate Cross Carrier Standards Matrix .................................................................... 55 SECTION 3: FREE TO END USER (FTEU) ...................................................................................... 56 Free to End User Cross Carrier Guidelines .......................................................................... 56 3.0 General Guidelines ............................................................................................................ 56 3.1 Guidelines for Advertising Messaging Programs ...................................................................... 56 3.2 Free To End User Opt In..................................................................................................... 56 3.3 Free to End User Opt Out ................................................................................................... 57 3.4 Terms & Conditions ........................................................................................................... 58 3.5 Free to End User HELP Guidelines ........................................................................................ 58 FTEU Examples............................................................................................................... 60 EXAMPLE: FTEU Single Opt In.................................................................................................. 60 Free to End User Cross Carrier Standards Matrix................................................................. 61 VERIZON .......................................................................................................................... 62 PROVISIONING ..................................................................................................................... 62 Additions to VZW BP Guidelines ................................................................................................ 62 White Label Solutions.............................................................................................................. 67 Single Host ........................................................................................................................... 67 Single Opt-In by Web, IV or Handset ......................................................................................... 67 Double Opt-In by Web, IVR or Handset ...................................................................................... 67 Opt Out (STOP) ..................................................................................................................... 67 Spending Cap Limits ............................................................................................................... 67 Subscriptions Renewal Reminder............................................................................................... 67 Contests and Sweepstakes....................................................................................................... 67 Superseded by VZW - 3 .......................................................................................................... 69 Mobile Giving......................................................................................................................... 69 Peer to Peer Communication .................................................................................................... 69 Superseded by VZW - 01 ........................................................................................................ 69 VZW Examples ............................................................................................................... 71 Compliance Matrix Chart: Initial Opt In (First MT) ........................................................................ 71 Confirmation MT .................................................................................................................... 72 VERIZON CERTIFICATION ......................................................................................................... 72 VERIZON AUDIT .................................................................................................................... 73 SPRINT/NEXTEL ............................................................................................................... 87 PROVISIONING ..................................................................................................................... 87 Supported Campaign Matrix ............................................................................................. 87 Short Code Enablement Process................................................................................................ 88 SPRINT/NEXTEL CERTIFICATION ................................................................................................. 89 SPRINT/NEXTEL AUDIT ........................................................................................................... 90 Compliance Reporting and Audits .............................................................................................. 90 Campaign Violations ............................................................................................................... 90 Content Policy ....................................................................................................................... 90 MDN Recycling Enforcement..................................................................................................... 91 Compliance Monitoring and Enforcement on the Sprint Network ..................................................... 91 Compliance Monitoring Process ................................................................................................. 91 Enforcement Process .............................................................................................................. 94 Q&A Process.......................................................................................................................... 94 Retests ................................................................................................................................. 95 Appeals Process ..................................................................................................................... 95 Penalties............................................................................................................................... 96 Compliance Timelines and Accountability .................................................................................... 96 Appendix A: In-Market Short code Violations & Actions Required .................................................... 99 Appendix B: Standard Rate Short code Violations and Actions Required ......................................... 103 Appendix C: WAP Billing Violations and Actions Required............................................................. 105 Appendix D: Message Flow Short code Violations and Actions Required ......................................... 112 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 3 of 165 © 2011 Mobile Marketing Association
  • 4. Appendix E: Standard Rate Message Flow Short code Violations and Actions Required...................... 118 Appendix F .......................................................................................................................... 121 T-MOBILE ....................................................................................................................... 125 PROVISIONING ................................................................................................................... 125 Service Advertising ....................................................................................................... 125 Direct Marketing through Messaging ........................................................................................ 126 T-Mobile Trademark Rules ............................................................................................. 127 D2C General Service Guidelines ...................................................................................... 127 Universal Help Command ............................................................................................... 128 Universal STOP command and Confirmation Message ........................................................ 129 Customer Support ........................................................................................................ 130 Short Codes (message routes) ....................................................................................... 130 Short Code Extensions .................................................................................................. 131 General Opt In Guidelines .............................................................................................. 131 Single Opt In ....................................................................................................................... 131 Double Opt In...................................................................................................................... 132 Opt In Methods ............................................................................................................ 132 Single Opt In by Handset....................................................................................................... 132 Double Opt In by Handset...................................................................................................... 132 Opt In by Web ..................................................................................................................... 133 Opt In by Mobile Internet Browser .......................................................................................... 133 Opt In and Opt Out via IVR .................................................................................................... 135 Standard Rated Program Guidelines ................................................................................ 135 One Time Event Non-Recurring ............................................................................................... 135 Recurring Messages – Subscription Services ............................................................................. 135 Premium Rated Program Guidelines ................................................................................ 135 One Time Event Non Recurring ............................................................................................... 136 Recurring Events Billed Per Message ........................................................................................ 136 Recurring Messages Subscription Services ................................................................................ 136 Multiple Subscription Services ................................................................................................ 137 Premium Messaging Chat Guidelines........................................................................................ 137 Match Notification Functionality .............................................................................................. 139 Group/ Community Chat....................................................................................................... 139 Chat Advertising .................................................................................................................. 139 Additional Program Guidelines ........................................................................................ 140 Sweepstakes and Contests..................................................................................................... 140 Interactive TV (iTV) Campaigns .............................................................................................. 140 Promotional Messaging.......................................................................................................... 140 Alternate Billing Methods ....................................................................................................... 140 Charitable Giving Programs .................................................................................................... 140 Viral or Word of Mouth Marketing Campaigns ............................................................................ 141 Free to End User (FTEU) Campaigns ........................................................................................ 141 Download Messaging ..................................................................................................... 141 General Guidelines ............................................................................................................... 141 Device Discovery and Support ................................................................................................ 142 Wap Push for Content Delivery ............................................................................................... 142 WAP Address White Listing – For Binary Content Downloads ........................................................ 142 Billing for Content Delivery and Notification .............................................................................. 143 Premium Download Guidelines ....................................................................................... 143 Premium Download – One Time Event / Non Recurring ............................................................... 143 Premium Download – Recurring Messages/ Subscription Service.................................................. 144 Promotional Download Messaging ........................................................................................... 146 Mobile Internet Browsing – WAP Storefronts ............................................................................. 146 SMS Messages with Embedded URLs ....................................................................................... 146 Applications ................................................................................................................. 146 Testing and Certification ................................................................................................ 147 Service Audits and Compliance ............................................................................................... 147 D2C Examples .............................................................................................................. 148 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 4 of 165 © 2011 Mobile Marketing Association
  • 5. Correct Short Code Use Examples: Short Codes Section 6.1 ........................................................ 148 Universal HELP Command Example: Section 5.1 ........................................................................ 148 Double Opt-in Example: Section 7.2 ........................................................................................ 149 Std Rate One Time Event Example: Section 8.1 ......................................................................... 149 Std Rate Subscription: Section 8.2 .......................................................................................... 149 Premium One-Time Event Example 1: Premium text to Jumbotron – Section 9.1 ............................. 149 Premium One-Time Even Example 2: Premium text to vote – Section 9.1 ...................................... 150 Premium Recurring Events Billed Per Message: Section 9.2 ......................................................... 150 Premium Recurring Message Subscription Service Example: Section 9.3 ....................................... 150 Premium Chat Example: Section 9.5....................................................................................... 151 Premium One-Time Download Event Example: Section 11.6 ....................................................... 151 Alternative Payment Example: Section 11.6 ............................................................................. 151 Web Initiated Opt-In Example: Section 11.6 ............................................................................. 152 T-MOBILE CERTIFICATION ...................................................................................................... 152 T-MOBILE AUDIT ................................................................................................................ 152 AT&T .............................................................................................................................. 153 PROVISIONING ................................................................................................................... 153 Section............................................................................................................................... 153 AT&T Customer Experience Policy (CEP) for 3rd Party Content Providers......................................... 153 Refund Threshold ................................................................................................................. 153 Premium Rate Program Double Opt-in ..................................................................................... 153 AT&T Confirmation Messages ................................................................................................. 154 AT&T Opt-out Requirements................................................................................................... 154 Subscription Migration Policy .................................................................................................. 154 Additional Subscription Considerations ..................................................................................... 155 Program Price Points ............................................................................................................. 155 Subscription Periods ............................................................................................................. 155 Termination of Subscription Services ....................................................................................... 156 Failed Billing Retry ............................................................................................................... 156 General Advertising Policy for AT&T ......................................................................................... 156 Stacked and Incentive Marketing ............................................................................................ 158 Chat and Social Networks Policy for AT&T ................................................................................. 158 Chat Programs..................................................................................................................... 159 Mobile Quiz Programs ........................................................................................................... 159 Subscription Services Advertising Policy for AT&T ...................................................................... 159 Program Change Approvals .................................................................................................... 159 Inappropriate Content ........................................................................................................... 160 Profanity............................................................................................................................. 160 Drug Use ............................................................................................................................ 160 Sexual Conduct.................................................................................................................... 161 AT&T Naming Conventions and Product Descriptions (DCBO) ............................................. 161 AT&T CERTIFICATION & AUDITS .............................................................................................. 162 Frequency........................................................................................................................... 162 Audit Process....................................................................................................................... 162 Audit Triggers ...................................................................................................................... 163 Audit Script Overview ........................................................................................................... 163 Auditing Pass/Fail ................................................................................................................. 163 Content Provider Responsiveness ............................................................................................ 164 Audit Issues ........................................................................................................................ 164 AT&T Branding..................................................................................................................... 164 Certification ........................................................................................................................ 164 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 5 of 165 © 2011 Mobile Marketing Association
  • 6. Introduction: US Consumer Best Practices The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 750 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Latin American (LATAM) and Asia Pacific (APAC) branches. As the primary source for mobile marketing information and expertise, the MMA is dedicated to:  Provide an industry forum to work cooperatively to resolve key issues  Unify industry-wide, global and regional work groups that focus on industry initiatives  Provide representation for the mobile marketing industry for major legislative bodies worldwide  Globally share perspectives on mobile marketing for Europe, Asia, Americas, and Africa  Fuel B2B interaction through seminars, conferences and events  Develop metrics to measure ad delivery and consumer response  Develop open and compatible mobile marketing technical and creative standards  Define and publish mobile marketing practices on privacy, ad delivery, ad measurement, etc.  Provide effective guidelines for mobile marketing to advertisers, agencies and consumers  Serve as the key advocate on behalf of the mobile marketing industry The MMA US Consumer Best Practices (CBP) committee focus is on consumer protection and privacy. The CBP committee brings together numerous stakeholders in the mobile ecosystem in an on-going effort to improve the mobile subscriber experience in North America and to create greater operational efficiencies throughout the industry. The Mobile Marketing Association’s (MMA) Consumer Best Practices (CBP) Guidelines, for the United States market, provides a guide to implementing short code programs. Fundamentally, the Cross Carrier section of the guidelines document is a compilation of accepted industry practices, wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. While the MMA CBP committee strives to implement policies that encourage the growth of the off-net industry, the primary focus is on consumer protection and privacy, as industry growth without consumer satisfaction is not sustainable. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 6 of 165 © 2011 Mobile Marketing Association
  • 7. The US Consumer Best Practices Committee developed these guidelines in collaboration with representatives from the following member companies: 3C Interactive mBlox, Inc. Telcordia Technologies, Inc. 4INFO, Inc. Mobile Messenger Telescope, Inc. AT&T Mobility Motricity Thumbplay Inc. BANGO Neustar, Inc. T-Mobile USA Brightkite OpenMarket Velti Buongiorno Payfone VeriSign, Inc. Cellfish Media LLC. Publicis NA Verizon Wireless Distributive Networks Snackable Media Virgin Mobile USA FOX Mobile Entertainment Sprint-Nextel Wells Fargo Bank Lavalife Mobile Sybase, Inc. At the beginning of each year, the MMA holds an industry forum to solicit feedback on the CBP guidelines from representatives of the Mobile Marketing ecosystem. In January 2011, more than 200 individuals, representing over 120 companies, were in attendance. The industry forum is held annually. To receive information on this event as well as other MMA related events please sign up for the newsletter here: http://mmaglobal.com/resources/newsletter_signup For more information, please contact: Mobile Marketing Association Email: mma@mmaglobal.com www.mmaglobal.com Purpose: Standardize, & Simplify This document attempts to standardize U.S. Carrier business rules for mobile value added services that exist outside of the carrier network (also known as “off-deck” or “off-portal” services). In doing so, the purpose is to continually reduce the number of different rules between carriers to improve the consumer experience. Scope: Standard Rate, Premium Rate, and Free to End User From a pricing perspective, there are three categories of short code programs. This document groups the standards according to these categories:  Standard Rate – The consumer is charged standard messaging fees (per message, or decremented from their messaging bundle) when participating in the program. Premium fees are not charged.  Premium Rate – The consumer is charged premium fees in addition to standard messaging fees applying.  Free to End User (FTEU) – The consumer incurs no charges at all for participating in the program. The carrier waives standard message fees for these programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 7 of 165 © 2011 Mobile Marketing Association
  • 8. References: MMA documents and links for reference purposes The following documents provide additional sources of information and reference: MMA Code of Conduct http://www.mmaglobal.com/codeofconduct.pdf MMA Glossary of Terms http://www.mmaglobal.com/glossary.pdf MMA Mobile Advertising Guidelines http://www.mmaglobal.com/mobileadvertising.pdf MMA Introduction to Mobile Coupons http://www.mmaglobal.com/mobilecoupons.pdf MMA Introduction to Mobile Search http://www.mmaglobal.com/mobilesearchintro.pdf MMA Mobile Advertising Overview http://www.mmaglobal.com/mobileadoverview.pdf MMA Mobile Applications http://www.mmaglobal.com/mobileapplications.pdf MMA Mobile Marketing Sweepstakes & Promotions Guide http://www.mmaglobal.com/mobilepromotions.pdf MMA Mobile Search Use Cases http://www.mmaglobal.com/mobilesearchusecases.pdf MMA Off Portal - An Introduction to the Market Opportunity http://www.mmaglobal.com/offportal.pdf MMA Short Code Primer http://www.mmaglobal.com/shortcodeprimer.pdf MMA Understanding Mobile Marketing: Technology & Reach http://www.mmaglobal.com/uploads/MMAMobileMarketing102.pdf Mobile Marketing Association Website http://www.mmaglobal.com Telephone Consumer Protection Act http://www.the-dma.org/guidelines/tcpa.shtml TRUSTe http://www.truste.org CAN-SPAM http://www.fcc.gov/cgb/policy/canspam.html Common Short Code Administration http://www.usshortcodes.com COPPA http://www.ftc.gov/ogc/coppa1.htm FTC Guide Concerning Use of the Word “Free” and similar representations site defining ‘free’ www.ftc.gov/bcp/guides/free.htm Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 8 of 165 © 2011 Mobile Marketing Association
  • 9. Recent Changes Version 6.0 Below is a list of changes modified between version 6.0 of this document and the previous version 5.2 (released on June 1, 2010): Structural Changes  Cross Carrier standards have been separated into stand-alone sections by billing type in order to make the document easier to use.  General Guidelines have been propagated to each individual billing type section to support stand- alone rules for each billing type. Billing type specific guidelines were added to General Guidelines, resulting in renumbering and removal of redundant sections.  All Cross Carrier sections have been re-numbered.  Matrix updates were made for all Cross Carrier sections.  The program approvals section has been removed and the guidelines added to General Guidelines sections.  From the old program approvals section, Section 5.2 for charitable giving has been moved to Premium Guidelines and changed to section 2.21.  Removed certification and audit sections from Cross Carrier Guidelines; there are no guidelines. Content Changes  NEW Standard Rate guidelines were created: o 1.1-2, 1.1-3 Define two types of standard rate programs: Recurring and One-Time Message programs. In the rest of the document, guidelines were modified to clarify when they apply to new or recurring programs or both. o 1.2-7 Allows advertising to use HELP messaging in lieu of providing full customer support information, when it is required. o 1.5-3 Requires handset verification when recurring program opt-in happens from the web or other non-mobile originated source. 1.5-7 Defines required elements for opt-in confirmation messages. o 1.7 Provides requirements when standard rate programs are changing short codes. This o section provides for full consumer transparency and provides the opportunity for opt-out when short code changes are made. o 1.10-6 Requires customer service contact information be included in program Terms and Conditions. o 1.10-7 Requires message frequency be included in the T&Cs.  Standard Rate guidelines were updated: o 1.2-4 thru 1.2-6 Updated required elements in advertising messaging programs, by ad channel (eg. print, tv, radio/audio, web). (Replaces old #1.3-3 thru 1.3-7) o 1.6-6 Allows for a STOP reply MT that tells a user who isn’t subscribed to anything that they aren’t subscribed to anything. This replaces the requirement for a notification that they had been opted out, even if they’d never been opted in. o 1.6-13 Changed automatic opt-out due to inactivity requirement from 6 months to 18 months. (Old #1.7-17) o 1.8-8: Updated guidance on inclusion of “msg&data rates may apply” in HELP messages.  Standard Rate Cross Carrier Examples were added and numbering was removed.  Sprint audit criteria have been updated with new audits (marked in highlights).  Updated version of T-Mobile playbook has been added. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 9 of 165 © 2011 Mobile Marketing Association
  • 10. AT&T added to section 2 and 3: Failed Billing Retry, Stacked and Incentive Marketing, and Inappropriate Content. Audit section  Verizon added an updated version of the Premium SMS monitoring and enforcement guide. Version 5.2 Below is a list of changes modified between version 5.2 of this document and the previous version 5.1 released in May 2010: Carrier Specific Sections  Updates to the Sprint section of this document. These updates have been made to accurately reflect the recent updates for this specific operator. Changes, unless otherwise noted, are effective on June 1, 2010. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 10 of 165 © 2011 Mobile Marketing Association
  • 11. Cross Carrier Standards Section 1: Standard Rate Standard Rate Cross Carrier Guidelines 1.0 General Guidelines Guideline MMA ID 1.0–1 At a minimum, programs (including short code, IVR and WAP sites) should be CCS-01 run in a manner that is congruous with the letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf 1.0-2 At all times, programs must be in accordance with applicable federal and state CCS-02 laws, rules and regulations. 1.0-3 Wireless subscribers have a right to privacy. CCS-07 1.0-4 All content must be available for all audiences. CCS-70 1.0-5 Short codes are approved and provisioned based on the specific program CCS-03 CCS-256 submitted to the aggregator and carrier. 1.0-6 If the content provider wishes to run new, modified, or additional programs on CCS-04 CCS-257 the short code, they must submit the additional program for approval to the aggregator/carrier. 1.0-7 For example, here are some changes and additions that must be submitted for CCS-05 CCS-258 carrier approval (for a comprehensive list, please refer to specific carrier policies):  Addition or modification of sweepstakes to the program  Opt-in/opt-out logic change (not including keywords)  Deviations from Consumer Best Practices  Material change in content 1.0-8 Finally, here are modifications that should trigger a notification to the carrier via CCS-06 CCS-259 the aggregator within five business days:  Content provider care contact information  Brand name changes  Early termination of program 1.0-9 For programs that use MMS, all keywords in this document should be supported CCS-11 via both SMS and MMS. 1.1 Messaging Frequency Guidelines Guideline MMA ID 1.1-1 Content providers must always be cognizant of the number of messages they are CCS-09 sending to participants in their programs to avoid a poor user experience. 1.1-2 A “one-time” message program results in only one message being delivered to CCS-268 the user. 1.1-3 A “recurring” message program results in multiple messages being delivered to CCS-269 the user. This is also called a standard rate subscription program or an alert program. 1.1-4 The information submitted to the carrier for program approval should include the CCS-242 CCS-261 estimated frequency with which end users will receive messages. Note that many standard rate applications will involve event-triggered alert messages, the frequency of which cannot be precisely predetermined. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 11 of 165 © 2011 Mobile Marketing Association
  • 12. 1.2 Guidelines for Advertising Messaging Programs Guideline MMA ID 1.2-1 When promoting programs, content providers should ensure that their CCS-12 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offers and adheres to all state and federal regulations. 1.2-2 Use of the word “free” varies by carrier. However, when there are no fees or CCS-30 charges other than standard messaging and data charges, synonyms (i.e. complimentary, promotional, no charge) are supported by all carriers and must be used with the phrase “Msg & Data Rates may apply”. The communication stating that “Msg&Data Rates May Apply” should be added at the lower third of the commercial or advertisement when “free” appears in the audio or visual. The verbiage around the placement of “Msg&Data Rates May Apply” should be clear and conspicuous on the call to action/promotion/advertising and should NOT be deceptive in any nature nor lead to an indirect subscription of services. Illegible font sizes or presentment (including scrolling or moving graphics) and obscuring of the disclaimer “Msg&Data Rates May Apply” are prohibited. 1.2-3 Program advertising or its placement must not be deceptive about the CCS-93 functionality, features, or content of the underlying program. 1.2-4 Print Advertising must include: CCS-270 a) Additional carrier costs (Msg&Data Rates May Apply) b) A resource (such as a website or phone number) where subscribers can reference all terms and conditions. c) If the program is recurring, instructions on cancelling or opting-out of the service must be included. If the program being advertised is non- recurring, then STOP messaging is not required 1.2-5 Television, Radio and Audio Advertising must include: CCS-271 a) Additional carrier costs (Msg&Data Rates May Apply) 1.2-6 Web Advertising must include: CCS-272 a) Additional carrier costs (Msg&Data Rates May Apply) b) A resource (such as a website or phone number) where subscribers can reference all terms and conditions. c) The frequency of the messaging d) Instructions for obtaining help (HELP) e) If the program is recurring, instructions on cancelling or opting-out of the service must be included. If the program being advertised is non- recurring, then STOP messaging is not required. 1.2-7 Instructions on using the HELP keyword (i.e. Text HELP for help) may be CCS-273 provided in lieu of full customer service contact information in advertising materials. 1.2-8 If space is not available for the full terms and conditions, the location where the CCS-87 full terms and conditions may be accessed without charge to the consumer must be disclosed (e.g. via a website address and/or toll free phone number). Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 12 of 165 © 2011 Mobile Marketing Association
  • 13. 1.3 Advertising to Children The offering of programs that engage children under 13 in the CCS-23.5 promotion/consumption of digital content of any type (including SMS and MMS) imposes important ethical obligations, responsibilities, and sensitivity that all industry participants are expected to uphold. The Consumer Best Practices Guidelines call for all participants in the ecosystem to ensure that their activities and their businesses are consistent with and supportive of the principles listed in this section. Guideline MMA ID 1.3-1 Industry participants must comply with all applicable laws and industry CCS-24 standards that apply to advertising and marketing to children. This includes compliance with the FCC’s Children’s Television Act as it applies to the promotion of commercial websites, the FTC’s Children’s Online Privacy Protection Act (COPPA), FTC advertising regulations, Children’s Advertising Review Unit (CARU) guidelines and various trade organization regulations such as those set forth by the MPAA and ESRB. 1.3-2 All industry participants are also expected to ensure that the products being CCS-25 marketed are appropriate for the intended audience. As such, products that would be considered “mature” or might be considered dangerous or harmful to children (including, for example, alcohol, Rx and OTC medication, household cleaners, etc.) should not be marketed to children. 1.4 Viral Marketing Viral marketing is the communication via text message or other mobile content CCS-13 including ringtones, games and wallpaper by a process in which consumer A receives the message, identifies consumer B whom they believe will be interested in the message, and initiates a process – such as inputting a phone number – by which consumer B will automatically receive the message. Guideline MMA ID 1.4-1 A viral message must disclose to the recipient (consumer B) that the message CCS-16 was forwarded by another consumer (consumer A), as well as the identity of that consumer. 1.4-2 Permitted viral marketing campaigns include those where: The originator CCS-17 (consumer A) is a non-commercial entity and manually intervenes to select a recipient (consumer B) to receive the message, e.g., by inputting the secondary recipient’s mobile phone number (must identify the originator of the message); AND The forwarded message is directed to Consumer B’s mobile telephone number. Note: If Consumer A is sending from the mobile web, Consumer A’s identity must be verified prior to any message being sent from mobile web. 1.4-3 Content providers/aggregators are responsible for ensuring compliance with all CCS-18 applicable state and federal laws regarding commercial text messaging. 1.4-4 Prohibited viral marketing practices include: CCS-19  Forwarding messages automatically via an application (e.g., accessing a consumer’s contact list or address book). 1.4-5  Forwarding Messages to an Internet domain name assigned to a wireless CCS-20 operator for mobile messaging service. 1.4-6  Providing inducements – e.g., payments, discounts, free goods or services – CCS-21 in exchange for a consumer’s agreement to forward a message. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 13 of 165 © 2011 Mobile Marketing Association
  • 14. 1.4-7  Origination of the communication from a commercial source CCS-22 1.4-8  Sending communication to deactivated numbers. CCS-23 1.5 Opt-In Guideline MMA ID 1.5-1 Content providers must obtain opt-in approval from subscribers before sending CCS-08 them any SMS or MMS messages or other content from a short code. 1.5-2 Program flow and information must not be misleading in any way. CCS-104 1.5-3 Recurring standard rate programs require a single opt-in. However, when opt-in CCS-37 occurs via the web or other non-mobile point of origination, the content provider must obtain verification that the subscriber is in possession of the handset being opted-in to the service. 1.5-4 For recurring standard rate programs, subscribers should indicate their CCS-100 willingness to participate in a program and receive messages from the program as follows: 1.5-5 1. Subscriber initiates opt-in to a recurring Standard Rate Program by CCS-101 responding to a call to action (CTA) i.) Subscriber may send a Mobile Originated (MO) message from their handset to the short code. ii.) Subscriber may initiate opt-in from a web interface iii.) Subscriber may initiate opt-in from a WAP interface iv.) Subscriber may initiate opt-in from an IVR system v.) Subscriber may initiate opt-in from a paper-based consent form 2. Program responds with pertinent phone, program, and contact information via a Web/WAP/IVR/handset/paper application-based form. 1.5-6 If web-based opt-in is used for a standard rated campaign the PIN code sent to CCS-102 the subscriber for confirmation may be placed anywhere in the message. For web-based opt-ins, the use of a PIN code, although not required, is suggested to confirm possession of the handset. 1.5-7 After opt-in to a recurring program, a confirmation Mobile Terminating (MT) CCS-274 message must be sent to the subscriber containing, at minimum, the following information: a) Service description b) Additional carrier costs (e.g. Msg&Data Rates May Apply) c) Frequency of messaging d) Customer support information (HELP) e) Opt-Out information (STOP) 1.5-8 This opt-in applies only to the specific program a subscriber is subscribed to and CCS-103 should not be used as a blanket approval to promote other programs, products, and services. However, after the subscriber has been given the complete details about the opt-in scope, the subscriber may opt-in to receive other messages. A content provider may, however, communicate with existing opted-in subscribers through non-premium messages that a) notify subscribers of updates to their existing service or b) are part of a retention program for that particular service. Directions to unsubscribe from these messages must be clearly available with the delivery of each message. 1.5-9 Selling mobile opt-in lists is prohibited. CCS-15 1.5.10 When a subscriber ports his/her telephone number between carriers, he/she is CCS-105 required to re-opt-in to all short code programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 14 of 165 © 2011 Mobile Marketing Association
  • 15. 1.6 Program Termination, STOP and Opt Out Guideline MMA ID 1.6-1 Content providers must offer subscribers the opportunity to cancel the service at CCS-38 anytime. The following rules govern program opt-out: 1.6-2 A subscriber must be able to stop participating and receiving messages from any CCS-40 program by sending STOP to the short code used for that program.  END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for all programs; however, content providers should feature the word STOP in their advertising and messaging.  The opt out keyword STOP sent by the subscriber cannot be case sensitive  The STOP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message.  Short code programs must ignore subsequent non-keyword text included in STOP MOs.  Short codes running MMS programs should handle the STOP keyword correctly, regardless whether the subscriber sends the keyword via MMS or SMS.  When sent, these words cancel the subscriber’s previous opt-in for messaging. 1.6-3 If the subscriber is participating in multiple programs on the short code, there CCS-41 are two options for the content provider when a subscriber sends an opt-out request: 1) The content provider sends a menu of the programs the subscriber is subscribed to and the subscriber has the responsibility to reply with the specific keyword to the specific program they would like to be opted out of. To ensure subscribers also have a way to opt-out of all programs within this menu, STOP ALL must be added to the menu choices. The stop menu message does NOT need to contain i) “Msg&Data Rates May Apply” ii) Sponsor contact information. 2) Or if the subscriber sent STOP or STOP ALL to the short code, they are opted- out of all programs they were enrolled in on that short code. 1.6-4 When STOP, or any of the opt-out keywords above, is sent to a program, the CCS-50 program must respond with an MT message, whether or not the subscriber is subscribed to the program. 1.6-5 When the user is subscribed to a recurring program, an MT message confirming CCS-48 the opt-out should be sent to the subscriber. This should not be a premium message. This message should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs. 1.6-6 When the user is not currently subscribed to a recurring program, or the CCS-275 program is one-time program where the subscriber will not receive additional messages, then an MT message may be sent that only confirms that the user is not subscribed to any programs on this short code and indicates that no further messages will be sent. 1.6-7 This STOP command functionality requirement applies to all programs, including CCS-43 one-time use programs where the subscriber will not receive additional messages. This is to avoid subscriber confusion around the use of the STOP command. 1.6-8 The STOP command should never result in an error being sent back to the CCS-44 subscriber. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 15 of 165 © 2011 Mobile Marketing Association
  • 16. 1.6-9 For recurring programs, directions on how to unsubscribe from the program CCS-08 should be included in program messaging on a regular basis. 1.6-10 Any IVR system that offers the possibility to opt-in to a mobile service must also CCS-49 offer the possibility to opt-out. This should be available through the IVR, customer service, a web site, or SMS. 1.6-11 The content provider must record and store all opt-out transactions. CCS-52 1.6-12 If a user is inactive (no program MTs or MOs exchanged) in any recurring CCS-106 message program for eighteen months, the opt-in should expire. At that time, it is permissible to send the subscriber one final MT message notifying them that his/her username and other subscription information will be deleted from the program. No messages to the subscriber after the expiration are permitted unless the subscriber re-opts-in to the program. 1.7 Program Short Code Transfer Guideline MMA ID 1.7-1 A subscriber to a recurring program may be transferred to a new short code CCS-277 without a new opt-in, as long as the content and purpose of the alerts remain the same as what the subscriber opted-in to receive and the content provider has not changed. Under these circumstances, the following notifications must be provided: 1.7-2 The subscriber must receive notice on the short code they originally opted CCS-278 into that the program will be moving to a new short code. This message must include instructions on how to opt-out of the program. This should be the last message sent by the program on the old short code. 1.7-3 When the program initiates on the new short code, the first alert the CCS-279 subscriber receives must remind subscribers of the short code change and include instructions on how to opt-out of the program. 1.7-4 Any alert list transferred or sold to a new content provider for the purposes of CCS-280 remarketing is considered SPAM and is grounds for short code de-provisioning. 1.8 Customer Care and HELP Guidelines Guideline MMA ID 1.8-1 Help messaging commands, phone numbers, URL’s, and email addresses should CCS-53 result in the subscriber receiving help with his issue. Dead ends that do not provide a manner in which the subscriber may resolve his issue are not acceptable. 1.8-2 A subscriber can receive help information by sending the word HELP to any CCS-68 program. The HELP keyword should work on all short code programs. HLP is optional for HELP, but not required.  The HELP keyword sent by the consumer cannot be case sensitive  For short codes running MMS programs, a help response should be returned whether the subscriber sends in HELP to the short code via MMS or SMS  The HELP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 1.8-3 To help subscribers understand their participation, each program should respond CCS-57.5 with the program details listed below when the subscriber sends the keyword HELP to the program short code. 1.8-4  Identity of program sponsor—This is defined as the program name, company CCS-58 name, or brand associated with the campaign. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 16 of 165 © 2011 Mobile Marketing Association
  • 17. 1.8-5  Customer support info — Either a toll-free number or Web address, or e-mail CCS-59 address 1.8-6  Service description of program — For example, Fun Stuff Chat. CCS-60 1.8-7  Opt-out information CCS-62 1.8-8 If the short code has multiple programs (keywords) on the same short code, the CCS-55 application should respond in one of two ways: 1) If the subscriber has opted in to only one program, the application should supply the information for the program the subscriber is opted-in to. 2) If the subscriber has opted-in to multiple programs, the application should present a multiple-choice question asking the subscriber what program they would like help on. The first help menu does NOT need to include: “Msg&Data Rates May Apply”, STOP, Or Sponsor Contact Information The menu should contain a question asking what the subscriber seeks help with and a list of options for the user to get help on. Once the user has identified the program they want help with, the appropriate help information must be in the subsequent MT. 1.8-9 When HELP is sent to a program, the program must respond with an MT CCS-281 message, whether or not the subscriber is subscribed to the program, and whether the program is a subscription program or not. HELP must always result in a response. 1.8-10 Subscribers must be able to reach customer service through the IVR for CCS-67 assistance with the IVR mobile program. 1.8-11 Should there be multiple programs running on the short code, the subscriber can CCS-65 be directed to a Web site, WAP site, or toll-free number that provides a better customer care experience, as long as basic information about the program is in the help reply message. A help menu is preferred over sending the consumer to these places for help. The help menu content descriptions are outlined above. 1.9 Customer Record Maintenance Guideline MMA ID 1.9-1 To the extent that carriers supply deactivation and recycled number information, CCS-69 content providers and aggregators are required to have appropriate and effective systems and processes for managing deactivation and recycled number information. These systems and processes should be designed to ensure that mobile content programs subscribed to by previous holders of a specific phone number do not continue to be delivered or billed to a subsequent holder of that number when it is reassigned. Content providers and aggregators should process deactivation information within three business days of receipt. 19-2 Independent of method of entry (SMS, MMS, Web, WAP, IVR) opt-in and opt-out CCS-107 records - including single, double and triple opt-in records – should be retained from the time the subscriber opts-in until a minimum of six months after the subscriber has opted-out of the program (minimum opt-in archiving period is one calendar year). These records should be made available to the aggregator or carrier upon request. 1.9-3 The content provider is responsible for tracking program opt-in information by CCS-123 subscriber. 1.10 Terms and Conditions Guideline MMA ID 1.10-1 Terms and Conditions at a minimum must contain the following: Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 17 of 165 © 2011 Mobile Marketing Association
  • 18. 1.10-2  STOP instructions in BOLD lettering CCS-82 1.10-3  HELP instructions in BOLD lettering CCS-83 1.10-4  Program sponsor information, defined as the program name, company CCS-84 name, or brand associated with the campaign 1.10-5  For standard rate programs: “Msg&Data Rates May Apply”. The text CCS-85 “standard rates may apply” is no longer being used. To better inform consumers that message and data changes may be applicable the new terminology above has been adopted. Different forms of the above text include: Message and Data Rates May Apply, Msg&data rates may apply, Msg&data rates may apply. 1.10-6  Customer Service Contact Information: either a toll-free number, a web CCS-282 submission form or an email address. 1.10-7  Guidance on the frequency with which the subscriber may expect to receive CCS-240 messages for the duration of the program. Note that for many applications, this cannot be precisely predetermined by the content provider. In this case, the guidance should relate to the expected message frequency under normal circumstances. 1.10-9 All material terms and conditions of the program should be clearly CCS-88 communicated. 1.10-10 Carrier compatibility - clearly and conspicuously disclose that content is not CCS-90 available on all carriers, as applicable. Include list of supported carrier names whilst excluding all other carrier names. 1.10-11 If the content provider offers multiple services, separate T&C’s per service CCS-91 should be provided instead of generic T&C’s that cover all offered services. 1.10-12 If a checkbox is used to indicate a consumers’ acceptance of the terms and CCS-89 conditions, it is not permissible for the checkbox to be pre-checked. 1.11 Tobacco & Alcohol Programs Guideline MMA ID 1.11-1 Soft alcohol marketing is generally allowed. Soft alcohol is defined as beer and CCS-71 wine. 1.11-2 Hard alcohol programs should only be marketed in locations that have age CCS-72 verification (bars, nightclubs). 1.11-3 Alcohol marketing should not directly promote the use of or consumption of CCS-73 alcohol. 1.11-4 Any reference to the abuse of alcohol, drugs, tobacco or other controlled CCS-74 substances is strictly prohibited. This includes verbal and non-verbal actions in which a person could conclude that promotion of drug use is intended. 1.11-5 Tobacco companies engaging in promotional mobile marketing programs, CCS-75 defined as programs that DO NOT directly advocate or promote the use or consumption of tobacco, must maintain their commitment to responsible marketing via age verification practices compatible with mobile program opt-in methods. 1.11-6 Any program brief submitted for carrier approval on behalf of a tobacco brand CCS-76 must illustrate the integration of electronic age verification methods (use of third party vendors to confirm legal age and identity) into the program opt-in process. 1.11-7 Program opt-in is only completed once the mobile subscriber has been verified CCS-77 as an adult tobacco consumer. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 18 of 165 © 2011 Mobile Marketing Association
  • 19. 1.12 Sweepstakes & Contests Sweepstakes and contests, including those conducted on the mobile platform, CCS-94 are among the most regulated of marketing tactics. Mobile Sweepstakes and Contests definitions: CCS-95 Sweepstakes - A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed. Contest - A contest is a promotional mechanism that includes a prize, and a game of skill. Consideration is allowed, but there cannot be any element of chance. Lottery - A lottery is a game that includes a prize, a game of chance, and consideration. Federal legislation and State laws govern (and disallow) all lotteries for promotional purposes. Consideration - Although the definition of consideration varies from state to state, generally, consideration means that a willing participant is required to purchase something or pay for access to be eligible to enter a game. Guideline MMA ID 1.12-1 Consideration may be monetary or non-monetary (an example of non- CCS-96 monetary consideration is a sweepstakes where the participant is required to provide detailed consumer information to be eligible). 1.12-2 All sweepstakes must offer a free Alternative Method Of Entry (AMOE). Allowing CCS-97 participants to enter via mail, internet, fax or Interactive Voice Recognition (IVR) via a toll free number are all forms of AMOE, but are not the only forms of free AMOE. 1.12-3 Anyone running a sweepstakes should seek legal guidance when drawing up CCS-98 rules. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 19 of 165 © 2011 Mobile Marketing Association
  • 20. Standard Rate Examples Cross Carrier Examples: Legend Opt-In Examples Standard Rate Single Opt In – Recurring Alert Subscription Call to Action: The following is advertised: Program sponsor  Upmobile Ski Alerts! Service Description  Send us the resort name, we'll send you the snow conditions. Txt 'Mammoth' to 12345 to receive ongoing alerts for Mammoth resort. Frequency of Messaging  Get 10 msgs/month. Customer Support Info  Text HELP for help. Opt Out Info  To stop text STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Terms & Conditions  T&Cs avail at www.mammoth.com/mobile. Step 1: User responds to Call to Action and sends an MO “Mammoth” Step 2: Confirmation MT User receives the following MT Message: Service description Welcome to Upmobile: Mammoth Ski Alerts! Additional carrier costs Msg&Data Rates May Apply. Frequency of messaging Get 2 msgs/week. Customer Support Info  Reply HELP for help. Opt Out Info  Reply STOP to cancel. Step 3: Alert MT User receives the following MT Message: Alert  UpMobile: Mammoth Ski Alert @ 5pm PST! 12" of fresh powder fell! Roadways are open with light traffic. Step 4: Renewal Reminder User receives the following MT Message: Service description REMINDER: Subscribed to Upmobile: Mammoth Ski Alerts! No Charge, but Msg&Data Rates May Additional carrier costs Apply. Customer Support Info  Reply HELP for help Opt Out Info  Reply STOP to cancel. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 20 of 165 © 2011 Mobile Marketing Association
  • 21. Standard Rate Single Opt In – One Time Message Call to Action: The following is advertised: Program sponsor  Upmobile Ski Alerts! Service Description  Send us the resort name, we'll send you the snow conditions. Txt 'Mammoth' to 12345 to receive an alert for Mammoth Resort. Additional Carrier Costs  Msg&Data Rates May Apply. Terms & Conditions  T&Cs avail at www.mammoth.com/mobile. User responds to Call to Action and sends an MO Step 1: “Mammoth” Step 2: Alert MT User receives the following MT Message: Program sponsor  UpMobile / Mammoth Mountain: Content 12" of fresh powder fell! Roadways are open with light traffic. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 21 of 165 © 2011 Mobile Marketing Association
  • 22. Standard Rate IVR Opt In Call to Action The following is advertised: Program sponsor  WOD: Weather on Demand. Service Description  Call 888-222-2222 to get current weather for your area sent to your phone. Dial 0 for help. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to User calls 888-222-2222 [Mobile subscriber calls and is Call to Action prompted to select SMS to phone] Step 2: Mobile Content MT User receives the following MT Message: Mobile Content  WOD: Partly sunny with chance of showers in late afternoon. Highs in the 70 during the day, and 62 at night. Reply HELP for Help. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 22 of 165 © 2011 Mobile Marketing Association
  • 23. STOP Message Examples Stop (Single Service) User receives the following Mobile Terminating (MT) Message: Program sponsor  Farm League Baseball Alerts. Discontinuation of Service  You have opted out. You will not receive additional messages. Customer Support Info  Questions, Contact: flb.com/help Stop (Multiple Services) Step 1: User sends STOP Mobile Originating (MO) Msg Step 2: Help menu MT response to a STOP MO from a user Program sponsor  Farm League Baseball: which service to stop? STOP ALL  STOP ALL or Option A  For Sports Reply STOP SPORT to cancel Option B  For Horo Reply STOP HORO to cancel Step 3: User responds STOP SPORT. Program sponsor  You will receive no more messages from Farm League Baseball: Sports service. Discontinuation of Service  You have cancelled the service. Customer Support Info  Contact: flb.com/help or 800- 888-8888. Step 4: User responds STOP HORO. Program sponsor  You will receive no more messages from Farm League Baseball: horoscope service. Discontinuation of Service  You have cancelled services Customer Support Info  Contact: flb.com/help or 800- 888-8888. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 23 of 165 © 2011 Mobile Marketing Association
  • 24. HELP Message Examples HELP Message, Single Service Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help MT response: Program sponsor  Farm Baseball Alerts! Service Description  Text us your zip, we send local game day weather. Additional Carrier Costs  Msg&Data Rates May Apply. Frequency of Messaging  4 msgs/mo Customer Support Info  Contact: flb.com/help or 800 888-8888. Opt Out Info  Reply STOP to cancel. Help Message, Multiple Services Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help menu MT response to a HELP MO from a user Program sponsor  Farm Baseball: which service would you like help on? Option A  For Sports Reply HELP SPORT Option B  for help. For Horo Reply HELP HORO for help Step 3: User responds HELP SPORT. Step 4: User responds HELP Help menu MT response is: HORO. Help menu MT response is: Program sponsor  Farm Sports service: Program sponsor  Farm Horoscope svc: Service Description  Txt us your zip, we send local Service Description  Txt us your bday, we send ur Additional Carrier Costs  Msg&Data Rates May Apply. horoscope Frequency of Messaging  Get 4 msgs/month. Additional Carrier Costs  Msg&Data Rates May Apply. Customer Support Info  Contact: flb.com/help or 800- Frequency of Messaging  4 msgs/mo 888-8888. Customer Support Info  Contact: flb.com/help or Opt Out Info  Reply STOP to cancel. 800-888-8888. Opt Out Info  Reply STOP to cancel. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 24 of 165 © 2011 Mobile Marketing Association
  • 25. Change of Short Code Example Messages Last Alert on Old Short Code User receives the following Mobile Terminating (MT) Message: Program sponsor  Farm League Baseball Alerts Change to new code  are moving to short code 12345. Future alerts will come from that code. Reply STOP to cancel receiving Farm Opt-Out Information  League Baseball Alerts. First Alert on New Short Code User receives the following Mobile Terminating (MT) Message: Program sponsor  Farm League Baseball Alerts. Notification of new code  will now be delivered on short code 12345. Opt-Out Info  Reply STOP to cancel receiving Farm League Baseball Alerts. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 25 of 165 © 2011 Mobile Marketing Association
  • 26. Standard Rate Cross Carrier Standards Matrix This matrix is designed to give a high level overview of the standard rate programs allowed, by Carrier. These programs must comply with the CBP Guidelines and are still subject to review and approval by the Carrier. Y = Allowed N/A = Not Available N = Not Allowed CBC = Case by Case Basis General Requirements Requirement Frequency AT&T Sprint T-Mobile Verizon Recurring or Single Opt-In One Time Y Y Y1 Y Recurring or Handset verification for web opt-in One Time Y Y Y Y Recurring or IVR Opt-in One Time Y CBC Y N Recurring or WAP Single Opt-in One Time Y N Y Y Recurring or HELP/STOP Requirement One Time Y Y Y Y Recurring or Suggestive Images One Time N N N Y Recurring or Msg&Data Rates May Apply in advertising One Time Y Y Y Y 1 T-Mobile requires double opt-in for Web-based opt-in. Standard Rate Service Types Requirement Frequency AT&T Sprint T-Mobile Verizon Recurring or Alerts One Time Y Y Y Y Recurring or Chat One Time Y Y Y Y Contests One Time Y Y Y Y Recurring or Emergency Alerts One Time N CBC CBC CBC Peer to Peer Gifting One Time CBC CBC N CBC Recurring or Mobile Banking Alerts One Time Y Y CBC Y Recurring or Mobile Banking Transactions One Time CBC CBC CBC CBC Mobile Content (Ringtones, Wallpapers, Recurring or Games) One Time Y Y Y Y1 Recurring or Mobile Coupons One Time Y Y Y Y Sweepstakes One Time Y Y Y Y Text to Screen One Time Y Y Y Y User Generated Content One Time Y Y Y Y Viral marketing One Time Y Y CBC Y Recurring or Voting/Polling/Trivia One Time Y Y Y Y 1 MMS Only, Games not allowed. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 26 of 165 © 2011 Mobile Marketing Association
  • 27. Functional Capabilities Requirement AT&T Sprint T-Mobile Verizon Concatenated Messages Y CBC Y Y Short Code Extension/Suffixing CBC CBC CBC CBC Delivery Receipts Y N Y Y Device Discovery Y Y Y Y WAP Push Y N Y N WAP Link Y Y Y N Deep Linking (to On Portal) Y Y Y CBC App Download (Off Portal) Y Y Y N App Download (On Portal) Y CBC N CBC Wake Up (App Directed ) Y CBC CBC CBC MMS Y Y Y Y Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 27 of 165 © 2011 Mobile Marketing Association
  • 28. Section 2: Premium Rate Premium Rate Cross Carrier Guidelines 2.0 General Guidelines Guideline MMA ID 2.0 Many standard rate guidelines apply to premium rate programs. CCS-.05 2.0–1 At a minimum, programs (including short code, IVR and WAP sites) should be CCS-01 run in a manner that is congruous with the letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf 2.0-2 At all times, programs must be in accordance with applicable federal and state CCS-02 laws, rules and regulations. 2.0-4 Wireless subscribers have a right to privacy. CCS-07 2.0-5 All content must be available for all audiences. CCS-70 2.0-6 STOP and HELP keywords must work in the native language of the program. In CCS-268 a non-English campaign, the English keyword must not return an error message. 2.1 Messaging Frequency Guidelines Guideline MMA ID 2.1-1 Content providers must always be cognizant of the number of messages they are CCS-09 sending to participants in their programs to avoid a poor user experience. 2.2 Tobacco & Alcohol Programs Guideline MMA ID 2.2-1 Soft alcohol marketing is generally allowed. Soft alcohol is defined as beer and CCS-71 wine. 2.2-2 Hard alcohol programs should only be marketed in locations that have age CCS-72 verification (bars, nightclubs). 2.2-3 Alcohol marketing should not directly promote the use of or consumption of CCS-73 alcohol. 2.2-4 Any reference to the abuse of alcohol, drugs, tobacco or other controlled CCS-74 substances is strictly prohibited. This includes verbal and non-verbal actions in which a person could conclude that promotion of drug use is intended. 2.3 Guidelines for Advertising Messaging Programs Guideline MMA ID 2.3-1 When promoting programs, content providers should ensure that their CCS-12 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offers and adheres to all state and federal regulations. 2.3-2 Use of the word “free” varies by carrier. However, when there are no fees or CCS-30 charges other than standard messaging and data charges, synonyms (i.e. complimentary, promotional, no charge) are supported by all carriers and must be used with the phrase “Msg & Data Rates may apply”. The communication stating that “Msg&Data Rates May Apply” should be added at the lower third of the commercial or advertisement when “free” appears in the audio or visual. The verbiage around the placement of “Msg&Data Rates May Apply” should be clear and conspicuous on the call to action/promotion/advertising and should NOT be deceptive in any nature nor lead to an indirect subscription of services. Illegible font sizes or presentment (including scrolling or moving graphics) and Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 28 of 165 © 2011 Mobile Marketing Association
  • 29. obscuring of the disclaimer “Msg&Data Rates May Apply” are prohibited. 2.3-3 All advertising must clearly disclose in the audio and visual that you must be 18 CCS-31 years or older or have permission from a parent or guardian to participate. 2.3-4 All advertising must clearly disclose the subscription term, billing interval and CCS-32 information on how the charges will be applied (i.e., that the charges will be billed on the customer’s wireless phone bill or deducted from the customer’s prepaid balance). 2.3-5 All advertising must clearly disclose all methods of canceling the service. CCS-33 2.3-6 Advertising must include a resource (such as a website or phone number) where CCS-34 subscribers can reference all terms and conditions. 2.3-7 All advertising and promotional material should clearly display the opt-out CCS-92 information. 2.3-8 Program advertising or its placement should not be deceptive about the CCS-93 functionality, features, or content of the underlying program. 2.3-9 When promoting programs, content providers should ensure that their CCS-108.5 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offer and adheres to all state and federal regulations. All rules delineated below also apply to any affiliate marketing sites used to promote the service with the exception of web carrier-select jump pages. Guidelines specific to carrier-select jump pages can be found in the Affiliate Marketing Web-based Carrier Select Page section. 2.3-10 If a checkbox is used to indicate a consumers’ acceptance of the terms and CCS-89 conditions, it is not permissible for the checkbox to be pre-checked. 2.4 Advertising to Children Guideline MMA ID 2.4-1 The offering of programs that engage children under 13 in the CCS-23.5 promotion/consumption of digital content of any type (including SMS and MMS) imposes important ethical obligations, responsibilities, and sensitivity that all industry participants are expected to uphold. The Consumer Best Practices Guidelines call for all participants in the ecosystem to ensure that their activities and their businesses are consistent with and supportive of the principles listed in this section. 2.4-2 All industry participants are expected to comply with all applicable laws and CCS-24 industry standards that apply to advertising and marketing to children. This includes compliance with the FCC’s Children’s Television Act as it applies to the promotion of commercial websites, the FTC’s Children’s Online Privacy Protection Act (COPPA), FTC advertising regulations, Children’s Advertising Review Unit (CARU) guidelines and various trade organization regulations such as those set forth by the MPAA and ESRB. 2.4-3 All industry participants are also expected to ensure that the products being CCS-25 marketed are appropriate for the intended audience. As such, products that would be considered “mature” or might be considered dangerous or harmful to children (including, for example, alcohol, Rx and OTC medication, household cleaners, etc.) should not be marketed to children. 2.4-4 Marketing should not contain language that minimizes the price of a product or CCS-26 service (such as “only” or “just”). 2.4-5 Advertisements should not contain language that exhorts children to buy or CCS-27 obtain a product or service. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 29 of 165 © 2011 Mobile Marketing Association
  • 30. 2.4-6 Advertisements should not contain language that conveys a sense of urgency CCS-28 about an offer or service that does not expire. 2.4-7 Advertising must contain clear disclaimers in the audio and visual explaining, the CCS-29 cost of premium or other fees. 2.5 Viral Marketing Viral marketing is the communication via text message or other mobile content CCS-13 including ringtones, games and wallpaper by a process in which consumer A receives the message, identifies consumer B who they believe will be interested in the message, and initiates a process – such as inputting a phone number – by which consumer B automatically receives the message. Guideline MMA ID 2.5-1 A viral message must disclose to the recipient (consumer B) that the message CCS-16 was forwarded by another consumer (consumer A), as well as the identity of that consumer. 2.5-2 Permitted viral marketing campaigns include those where: The originator CCS-17 (consumer A) is a non-commercial entity and manually intervenes to select a recipient (consumer B) to receive the message, e.g., by inputting the secondary recipient’s mobile phone number (must identify the originator of the message); AND The forwarded message is directed to Consumer B’s mobile telephone number. Note: If Consumer A is sending from the mobile web, Consumer A’s identity must be verified prior to any message being sent from mobile web. 2.5-3 Some states have additional restrictions or flat prohibitions on commercial text CCS-18 messages. Before initiating any viral campaign, it is important to review the applicable state laws. Content providers/aggregators are responsible for ensuring compliance with all applicable laws. 2.5-4 Prohibited viral marketing practices include: CCS-19  Messages forwarded by automatic means generally by means of an application, e.g., accessing a consumer’s contact list or address book. 2.5-5  Messages forwarded to an Internet domain name assigned to a wireless CCS-20 operator for mobile messaging service. 2.5-6  Providing inducements – e.g., payments, discounts, free goods or services – CCS-21 in exchange for a consumer’s agreement to forward a message. 2.5-7  Origination is from commercial source CCS-22 2.5-8  Sending to deactivated numbers. CCS-23 2.6 Opt-In Guideline MMA ID 2.6-1 Content providers must obtain approval from subscribers before sending them CCS-08 commercial SMS or MMS messages and other content. 2.6-2 When keywords (such as YES or STOP) are referenced in this document, use of CCS-10 other languages is optional depending on the target demographic for the program. 2.6-3 For programs that use MMS, all keywords in this document should be supported CCS-11 via both SMS and MMS. 2.6-4 Regardless of type, the goal of any opt-in is to clearly communicate to the CCS-37 subscriber the financial obligation they are about to incur by entering the program. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 30 of 165 © 2011 Mobile Marketing Association
  • 31. 2.6-5 Upon entering a program, the subscriber must be told how to opt-out of the CCS-39 program. 2.6-6 Beyond violating the subscriber opt-in policy, sending messages to third-party CCS-14 lists is not an effective interactive mobile marketing tactic. 2.6-7 Selling mobile opt-in lists is prohibited CCS-15 2.6-8 When a subscriber ports his/her telephone number between carriers, he/she CCS-105 should be required to re-opt-in to all short code programs. 2.6-9 Tobacco companies engaging in promotional mobile marketing programs, CCS-75 defined as programs that DO NOT directly advocate or promote the use or consumption of tobacco, must maintain their commitment to responsible marketing via age verification practices compatible with mobile program opt-in methods. 2.6-10 Any program brief submitted for carrier approval on behalf of a tobacco brand CCS-76 must illustrate the integration of electronic age verification methods (use of third party vendors to confirm legal age and identity) into the program opt-in process. 2.6-11 Program opt-in is only completed once the mobile subscriber has been verified CCS-77 as an adult tobacco consumer. 2.6.1 Premium Rate Double Opt In via SMS Guideline MMA ID 2.6.1-1 Premium rate programs require double opt-in CCS-37 2.6.1-2 Premium subscribers must positively acknowledge the acceptance of a CCS-120 premium charge before premium charges are applied to their account. 2.6.1-3 Content providers must provide the following information to users before CCS-36 applying any premium charges:  The costs and conditions of the service  How to cancel the service  Where to find all the terms and conditions (website and/or toll free number) Sample Language: Msg&Data Rates May Apply. Call 888-888-8888/Text Help to XXX/www.XXX.com for terms. You will be charged $X.XX. Call 888-888-8888/Text HELP to XXX.www.XXX.com for terms. Msg&Data Rates May Apply. Call 888-888-8888/Text HELP to XXX/www.XXX.com for terms. [Disclose additional charges in message chain] “You must be 18 or older or have a parent or guardian’s permission before downloading.” “Call 888-888-8888 or text STOP to cancel.” 2.6.1-4 The first time a subscriber participates in any premium program, they should CCS-121 be required to double opt-in. This requirement should apply to the first time a subscriber tries a specific program on a specific short code and is subject to specific carrier guidelines. 2.6.1-5 Separate programs, even if they are offered on the same short code, require a CCS-122 separate double opt-in. 2.6.1-6 If a match notification service is offered as part of a chat program, and the CCS-214 service generates premium charges, an additional opt-in should be obtained from the subscriber for this service. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 31 of 165 © 2011 Mobile Marketing Association
  • 32. 2.6.1-7 There are three mechanisms for acceptable opt-in activity: Web-based, IVR, CCS-124 and handset-based. In all instances, however, the subscriber must take affirmative action to signify acceptance of the program criteria, and the content provider or aggregator should record and store the acceptance (i.e. the IVR system must store the opt-in). While there are different methods of subscriber opt-in and many ways to say the same thing, the basic tenet should be that all of the required information listed above is delivered to the subscriber in a clear and unambiguous manner. 2.6.1-8 Within the double opt-in flow, the following information (at a minimum) must CCS-125.5 be provided to the subscriber: 2.6.1-9  Identity of program sponsor—Defined as the program name, company CCS-125 name or brand associated with the campaign. 2.6.1-10  Contact details for the program sponsor— Either a toll free number, HELP CCS-126 via text message or a website address. 2.6.1-11  Short description of program—For example, Fun Stuff Premium Chat. CCS-127 2.6.1-12  Pricing terms for the program—For example, $0.99 per mobile originated CCS-128 message; $3.99 per month. 2.6.1-13  Opt-out information. Opt-out information does not need to be in the initial CCS-129 PIN (or Reply Y) MT message.  In replacement of STOP, HELP must be included in the initial PIN (Or Reply Y) MT message. 2.6.1-14 Examples of affirmative double opt-in responses include these: YES, Y, GO, CCS-130 OKAY, OK, K, O.K., SURE, YEP, YEAH 2.6.1-15 Content providers should not redirect subscribers from one type of program CCS-146 (i.e. Ringtone subscription) to another type of program (i.e. Horoscope alert subscriptions) due to handset or account limitations. The two offers cited above are materially different and should be treated as such in all advertising and promotion. 2.6.1-16 In all materials (advertising, opt in, terms and conditions) the price must be in CCS-263 numerical format including the “$” sign. 2.6.2 Premium Rate Double Opt In from Internet-MIN and PIN Entry Page Guideline MMA ID 2.6.2-1 Many consumers prefer to provision and interact with SMS programs using CCS-264 the Internet. Initial opt in may be performed at the content provider hosted web MIN entry page. MIN and PIN entry pages must only be controlled by content providers. 2.6.2-2 If the second opt-in is from the Internet, the content provider must positively CCS-131 confirm that the authorized subscriber is acknowledging the opt-in. This can be done by the user inputting on the website a PIN code sent via an MT message to the mobile phone number that the consumer has provided on the website (“PIN Confirmation Message”), or by the consumer responding via an MO message, such as replying Y or YES, to an MT message that is sent to the mobile phone number the consumer has provided. 2.6.2-3 This PIN message must also include program pricing and terms. CCS-132 2.6.2-4 For premium campaigns the PIN code, or “reply Yes” type text, must be after CCS-133 the program pricing information. 2.6.2-5 In addition, the content provider should use this channel to provide more CCS-134 detailed information about the program. Regardless of the web opt-in details, the goal is that the entire terms of the offer must be clear to the subscriber through the process. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 32 of 165 © 2011 Mobile Marketing Association
  • 33. 2.6.2-6 The following guidelines apply to MIN and PIN entry pages: CCS-265  The price must: o be within a 125-pixel range of the MIN entry field with no other text in between except text related to pricing. No marketing. No cross-sell or up-sell. Nothing distractive from pricing. (Sprint/Nextel individual carrier rules apply) o be at least size 16px/1em (Sprint/Nextel individual carrier rules apply) o have a color contrast of 125 (Sprint/Nextel individual carrier rules apply) o be in numerical format including the “$” sign. o The total price must be shown as it will appear on the customer’s bill. o The price and term must not contain any other text besides the price and term. See example CCS-EG-11.  Disclosure of actual product/service, quantity, whether it is a subscription service and renewal term must be present as part of the main offer;  There must not be unapproved or inappropriate content on the page as defined by individual carriers.  Display only carrier logos distributed from or approved by carriers;  The word ‘free’ must not be used inappropriately as per CCS-119  When using a checkbox, no pre-checked T&Cs boxes are allowed. Pre-checked boxes are allowed by all carriers except Sprint when differentiating between different premium offers (i.e. subscription at $9.99 or single purchase at $2.99); There must be a link to the privacy policy on the MIN entry or PIN entry page or both.  Indication that games/applications are not available for specific carriers, as applicable  Do not promote binary programs for non-binary carriers *Mobile Web and Premium WAP deck will not allow pixel measurement, Carrier specific rules apply here. 2.6.2-7 The following guidelines apply to the Terms and Conditions on the MIN and CCS-266 PIN entry pages:  Wording should be identical if both pages are used in the purchase flow  Website MIN and PIN entry pages must display at least the first three lines above the fold of the screen as viewed on a 1024x768 resolution monitor. If the full terms of service are not displayed, then there must be a link to them as part of the summary T&Cs. (Some carriers/audit agencies measure 1024 x 632 pixels within the browser to equal resolution of 1024x768” using the Firefox web browser.)  Information must apply to the specific product(s) being sold.  Carrier compatibility should be stated  If not all content is compatible with all handsets, that should be stated  Give notice that would be participant is the account holder or has the account holder’s permission to participate  T&Cs can not be in scrolling box  State price, billing frequency and “message and data rates may apply”  If the service is a subscription, indicate the billing term, that renewal occurs automatically and that charges continue until cancelled by the customer  Disclose that the premium charge will be added to the subscriber’s Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 33 of 165 © 2011 Mobile Marketing Association
  • 34. wireless phone bill or deducted from their prepaid balance account  Give help instructions and toll free customer care number where available 2.6.3 Premium Rate Double Opt In via IVR Guideline MMA ID 2.6.3-1 Some consumers prefer to initiate new SMS services from an IVR (Interactive CCS-135 Voice Response) platform. The IVR phone number is used in the providers call to action. The caller dials into the IVR system initiating the first opt-in. The IVR prompts must clearly explain the service, pricing and/or billing and offer details to the consumer. After the details of the program have been relayed to the subscriber via the IVR system, the subscriber is prompted to press a key to enter into the IVR program. This key press is recorded by the system and constitutes the caller’s second opt-in to the program. Regardless of the opt-in process, the goal is that the entire terms of the offer must be clear to the subscriber through the process. An example of Opt-in via IVR can be found at CCS-EG-04. 2.6.3-2 Some mobile related services are initiated from an IVR (Interactive Voice CCS-136 Response) platform. An IVR phone number (800 number, local number, premium rate number, pound (#) code or other) is used in the providers’ call to action. 2.6.3-3 When the consumer dials into the IVR system (initial opt-in), the IVR should CCS-137 outline the service and offer details 2.6.3-4 The IVR system should then subsequently ask the consumer to confirm their CCS-138 purchase with a key press (secondary opt-in). 2.6.3-5 The user’s input must be captured to record his consent (double opt-in). CCS-139 2.6.3-6 The IVR should then send a confirmation MT message to the user’s handset. CCS-140 2.6.3-7 In cases where the number the user is calling from differs from the number CCS-141 the service will be billed to (for example in the case of land-line callers); a PIN verification message has to be sent out by the IVR to the mobile number the service will be billed on. 2.6.3-8 The consumer must input the PIN into the IVR system prior to the provider CCS-142 initiating and billing the service 2.6.3-9 The above confirmation step should be recorded and stored by the IVR CCS-143 system. 2.6.3-10 In the case where content is purchased, users should be informed of the next CCS-144 steps to download and install their new content on their phone. 2.6.3-11 Consumers should be re-informed of how to call back and get help in case of CCS-145 problems downloading or installing their content. 2.6.4 Premium Rate Double Opt In via Participation TV (PTV) Participation TV allows home viewers to interact with the TV program via CCS-147 their mobile device. There are three types of PTV programs. Participation TV programs can be FTEU, Standard Rate, or Premium Rated. Guideline MMA ID 2.6.4-1 When there is a premium SMS rate associated with the PTV program there is CCS-148 a possible exception to the double opt-in rule. To qualify for the exception, the following pricing elements should exist and the call to action should contain the following conditions: 2.6.4-2  The interaction is transaction-based messaging, not subscription. CCS-149 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 34 of 165 © 2011 Mobile Marketing Association
  • 35. 2.6.4-3  A thank you message, including advice of charge, should be sent CCS-150 following the MO. This is also where textual content can be added as well as the opportunity to ask if the participant would like to receive more information from the show. This message can be truncated not to exceed 320 characters (2 SMS messages). 2.6.4-4  If there is a limit to the number of votes a subscriber may submit to the CCS-151 program, this limit needs to be communicated once the subscriber has passed the limit. 2.6.4-5 The on-air call to action and advice of charge needs to be clear and CCS-152 conspicuous, and needs to contain the following elements: 2.6.4-6  Premium charges must be included in the first line of the CTA. CCS-153 2.6.4-7  The first call to action must include both verbal and visual instruction on CCS-154 program pricing. Subsequent calls to action may be visual only given that if the program extends beyond 60 minutes, one verbal call to action must be included every half hour. 2.6.4-8  If there is a time frame to enter it should be included in verbal and visual CCS-155 instructions. 2.6.4-9  The call to action (CTA) should communicate the location of legal terms CCS-156 and conditions and FAQs (Frequently Asked Questions). 2.6.4-10  Visual call to actions should use a minimum of 22 or 23 scan lines or font CCS-157 size of 12 in order to ensure the details are legible in the CTA, when used in conjunction with a verbal call to action and be onscreen for 3 seconds for the first line of text and 1 second for each additional line. A minimum of 23 scan lines should be used when the call to action does not include a verbal call to action. 2.6.4-11 The call to action shall clearly identify verbally and textually any charges the CCS-158 consumer will incur on their mobile invoice by interacting with participation TV program. Examples of verbal scripts or textual language that should be included in the CTA by tariff type can be found. 2.6.5 Premium Rate Double Opt In via Mobile Web/ WAP *Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements and the difference between them. Guideline MMA ID 2.6.5-1 Best practice includes ensuring that the consumer is CCS-169 advised of any failures in the WAP payment flow. A payment failure page should be presented in the event that the billing request is unsuccessful. 2.6.5-2 The page should contain the text set out in the items below.: CCS-170  Clicking “Continue” from this failure page should take the user back to the content provider site.” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 35 of 165 © 2011 Mobile Marketing Association
  • 36. 2.6.5-3  There is an optional field to provide more detail on the reasons for failure CCS-171 (out of funds, unsuccessful connection, etc.) where the billing platform provides this information in real-time. 2.6.5-4  Carrier ability to waive double opt-in—In certain instances, carriers may CCS-172 waive the double opt-in on a program-by-program basis. 2.6.5-5 Because opt-in and opt-out messages are administrative in nature, they CCS-173 should not result in any premium charges for the subscriber. 2.7 Program Termination and Opt Out Guideline MMA ID 2.7-1 Directions on how to unsubscribe from the program should be included in CCS-08 program messaging on a regular basis. 2.7-2 Content providers must offer subscribers the opportunity to cancel the service at CCS-35 anytime. Charges for services that are billed daily may only be applied for services received up to the date of cancellation. 2.7-3 It is fundamental to the concept of control that a subscriber maintains the ability CCS-38 to stop participating and receiving messages from a short code program when desired. To facilitate this capability, the following general rules govern program opt-out: 2.7-4 A subscriber can stop participating and receiving messages from any program by CCS-40 sending STOP to the short code used for that program.  END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for all programs; however, content providers should feature the word STOP in their advertising and messaging.  The opt out keyword STOP sent by the subscriber cannot be case sensitive  The STOP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 2.7-5 Programs can support other opt-out words, but at a minimum, they must CCS-42 support these five words outlined above. 2.7-6 If the subscriber is participating in multiple programs on the short code, there CCS-41 are two options for the content provider when a subscriber sends an opt-out request:  The content provider sends a menu of the programs the subscriber is subscribed to and the subscriber has the responsibility to reply with the specific keyword to the specific program they would like to be opted out of. To ensure subscribers also have a way to opt-out of all programs within this menu, STOP ALL must be added to the menu choices. The stop menu message does NOT need to contain i) “Msg&Data Rates May Apply” ii) Pricing iii) Sponsor contact information.  Or if the subscriber sent STOP ALL to the short code, they are opted-out of all programs they were enrolled in on that short code. 2.7-7 This STOP command applies to all programs, including one-time use programs CCS-43 where the subscriber will not receive additional messages. This is to avoid subscriber confusion around the use of the STOP command. 2.7-8 The STOP command should never result in an error being sent back to the CCS-44 subscriber. 2.7-9 Short codes running MMS programs should handle the STOP keyword correctly, CCS-45 regardless whether the subscriber sends the keyword via MMS or SMS. 2.7-10 Short code programs should support mixed case opt-out commands and ignore CCS-46 subsequent non-keyword text. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 36 of 165 © 2011 Mobile Marketing Association
  • 37. 2.7-11 When sent, these words cancel the subscriber’s previous opt-in for messaging. CCS-47 2.7-12 An MT message confirming the opt-out should be sent to the subscriber. This CCS-48 should not be a premium message. This message should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs. 2.7-13 Any IVR system that offers the possibility to opt-in to a mobile service must also CCS-49 offer the possibility to opt-out. This should be available through the IVR, customer service, a web site, or SMS. 2.7-14 When STOP, or any of the opt-out keywords above, is sent to a program, the CCS-50 program should respond with an MT message, whether or not the subscriber is subscribed to the program or not. 2.7-15 Content providers should periodically scan their MO logs for subscribers that are CCS-51 clearly trying to unsubscribe to a service, but are not following the programmed rules. And then take the action to end their subscription based on those MO logs. 2.7-16 The content provider (or the aggregator) should record and store all opt-out CCS-52 transactions. 2.7-17 If a subscriber is inactive in any program for six months, the opt-in should CCS-106 expire. At that time, it is permissible to send the subscriber one final MT message notifying them that his/her username and other subscription information will be deleted from the program. No messages to the subscriber after the expiration are permitted. This provision does not apply to programs where the subscriber may have stored value (i.e., remaining credits) with the content provider. 2.7-18 No additional premium charges should be applied to the subscribers account CCS-174 after the opt-out command is received from the subscriber. 2.7-19 Subscribers should be able to terminate their participation in a subscription program as specified in the opt-out section. Below are additional requirements for terminations of subscription programs: 2.7-20  When a subscriber opts-out of a program, no further premium charges CCS-198 should be submitted by that program for that subscriber. 2.7-21  There should be no minimum subscription periods for any program. For CCS-199 clarity, this does not mean that pro-ration is required. 2.7-22  For subscription services that do not originate from an MO text message, but CCS-200 originate for example from a direct URL entry or search link to a WAP site, the payment advice page must clearly and conspicuously present the following program details: 2.7-23  Identification of the program as a subscription and the billing interval. CCS-201 2.7-24  Contact details for the program sponsor—Either a toll-free number or a Web CCS-202 site address for opt-out details. 2.7-25 This should include use of the STOP command or its variants, as set out above, CCS-203 and a mobile or PC website where the user can list live subscriptions and cancel any or all of these. 2.7-26 For chat programs, the subscriber should be opted-out after 90 days of CCS-213 inactivity. An informational message informing the subscriber of the opt-out may be sent. 2.7-27 Regardless of the subscriber’s status, he/she should be able to opt-out of the CCS-225 program at any time. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 37 of 165 © 2011 Mobile Marketing Association
  • 38. 2.8 Customer Care and HELP Guidelines Guideline MMA ID 2.8-1 It is important for subscribers to understand and be in control of their CCS-53 participation in short code programs; therefore, program information should be transparent. Regardless of manner of entry for a subscriber, help messaging commands, phone numbers, URL’s, and email address’ should result in the subscriber receiving help with their issue. Dead ends that do not the result in the ability for subscribers to resolve their issues are not acceptable. 2.8-2 Subscribers must be able to reach customer service through the IVR for CCS-67 assistance with the IVR mobile program. 2.8-3 A subscriber can receive help information by sending the word HELP to any CCS-68 program. HELP or HLP key words should work for all subscriber requests. HLP is optional for HELP, but not required.  The HELP keyword sent by the consumer cannot be case sensitive  The HELP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 2.8-4 For short codes running MMS programs, a help response should be returned CCS-54 whether the subscriber sends in HELP to the short code via MMS or SMS. 2.8-5 HELP messages should not result in premium charges to the subscriber’s bill. CCS-56 2.8-6 Responses to HELP requests should be available to anyone who requests help CCS-57 information from the short code via SMS. 2.8-7 To help subscribers understand their participation, each program should respond CCS-57.5 with the program details listed below when the subscriber sends the keyword HELP to the program short code if they are only subscribed to one service. 2.8-8  Identity of program sponsor—This is defined as the program name, company CCS-58 name, or brand associated with the campaign. 2.8-9  Customer support info — Either a toll-free number or Web address. CCS-59 2.8-10  Service description of program — For example, Fun Stuff Premium Chat. CCS-60 2.8-11  Service price—For example, $0.99 per mobile originated message; $3.99 per CCS-61 month. 2.8-12  Opt-out information CCS-62 2.8-13  Privacy statement, if applicable. CCS-63 2.8-14 Help messages do not need to contain renewal date information. CCS-64 2.8-15 If the short code has multiple programs (keywords) on the same short code, the CCS-55 application should respond in one of two ways: If the subscriber has opted in to only one program, the application should supply the information for the program the subscriber is opted-in to. If the subscriber is opted-in to multiple programs, the application should present a multiple-choice question asking the subscriber what program they would like help on. The help menu does NOT need to include: “Msg&Data Rates May Apply”, STOP, Pricing, Or Sponsor Contact Information The menu should contain a question of what the subscriber seeks help with and a list of options for the user to get help on. 2.8-16 Should there be multiple programs running on the short code, the subscriber can CCS-65 be directed to a Web site, WAP site, SMS quiz session, or toll-free number that provides a better customer care experience, as long as basic information about the program is in the help reply message. A help menu is preferred over sending the consumer to these places for help. The help menu content descriptions are outlined above. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 38 of 165 © 2011 Mobile Marketing Association
  • 39. 2.8-17 Where there is no short code initiating access to the service, help must be CCS-66 provided as a link from WAP payment presentation pages. This page containing help should, at a minimum, identify services that are currently opted into, opt- out (cancellation) information, pricing and payment terms. It is recommended that a PC-accessible web site be provided into which a user entering their cell phone number can retrieve detailed information on all live services provided by that program sponsor. 2.8-18 For premium rated programs, HELP should be advertised in the confirmation and CCS-176 second MT message. 2.9 Customer Record Maintenance Guideline MMA ID 2.9-1 To the extent that carriers supply deactivation and recycled number information, CCS-69 content providers and aggregators are required to have appropriate and effective systems and processes for managing deactivation and recycled number information. These systems and processes should be designed to ensure that mobile content programs subscribed to by previous holders of a specific phone number do not continue to be delivered or billed to a subsequent holder of that number when it is reassigned. Content providers and aggregators should process deactivation information within three business days of receipt. 2.9-2 Independent of method of entry (SMS, MMS, Web, WAP, IVR) opt-in and opt-out CCS-107 records - including single, double and triple opt-in records – should be retained from the time the subscriber opts-in until a minimum of six months after the subscriber has opted-out of the program (minimum opt-in archiving period is one calendar year). These records should be made available to the aggregator or carrier upon request. 2.9-3 The content provider/aggregator is responsible for tracking program opt-in CCS-123 information by subscriber. 2.10 Promotional Content Guideline MMA ID 2.10-1 This section describes the use of promotional content. Regardless of the CCS-78 descriptions of pricing below, all marketing and promotion of content must comply with the Best Practices articulated in the Advertising section of this document, specifically the use of the word FREE. 2.10-2 Marketers sometimes want to use mobile content as a marketing technique to CCS-79 entice consumers to participate in mobile programs. Mobile Marketing content falls into two different categories: Promotional Content, Premium Content 2.10-3 Promotional Content - This content is usually proprietary (e.g., a corporate CCS-80 mascot logo as a wallpaper, or a promotional wallpaper from a content provider) and not for sale elsewhere in the mobile channel. Since it is not possible to purchase this content, and offering it to consumers promotes the use of data services, programs that include this type of content are generally approved by the carriers. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 39 of 165 © 2011 Mobile Marketing Association
  • 40. 2.10-4 Premium Content – This is content that consumer pays associated fees to CCS-81 obtain, and is generally available for sale elsewhere in the mobile channel. There are two possible uses of free of charge premium content in a mobile marketing context: Premium Content Given Away - To Increase Content Sales – An example of how Premium Content may be used to increase content sales is a program where a content provider gives away Premium Content to entice the consumer to purchase additional content, or to enter a content subscription. These programs are usually run by the content provider themselves, or by other service providers whose main goal is to increase premium content sales. Programs that provide content without charge to entice consumer to participate in the program will be approved by the carriers on a case-by-case basis. Premium Content Used In Advertising - An example of how Premium Content may be used in advertising is a program where the advertiser is not a content provider and gives away content that is also for sale elsewhere in the mobile channel. An example is a consumer packaged goods (CPG) company that gives away a ringtone from a recording artist they have a relationship with. These programs will be approved by the carriers on a case-by-case basis. 2.11 Sweepstakes & Contests Sweepstakes and contests, including those conducted on the mobile platform, CCS-94 are among the most regulated of marketing tactics. Mobile Sweepstakes and Contests definitions: CCS-95 Sweepstakes - A sweepstakes is a legal game that includes a prize, and a game of chance. No consideration is allowed. Contest - A contest is a promotional mechanism that includes a prize, and a game of skill. Consideration is allowed, but there cannot be any element of chance. Lottery - A lottery is a game that includes a prize, a game of chance, and consideration. Federal legislation and State laws govern (and disallow) all lotteries for promotional purposes. Consideration - Although the definition of consideration varies from state to state, generally, consideration means that a willing participant is required to purchase something or pay for access to be eligible to enter a game. Guideline MMA ID 2.11-1 Consideration may be monetary or non-monetary (an example of non- CCS-96 monetary consideration is a sweepstakes where the participant is required to provide detailed consumer information to be eligible). 2.11-2 All sweepstakes must offer a free Alternative Method Of Entry (AMOE). Allowing CCS-97 participants to enter via mail, internet, fax or Interactive Voice Recognition (IVR) via a toll free number are all forms of AMOE, but are not the only forms of free AMOE. 2.11-3 Anyone running a sweepstakes should seek legal guidance when drawing up CCS-98 rules. This is especially important if premium SMS is being considered as part of the sweepstakes. 2.11-4 Poorly written and/or incomplete sweepstakes rules can, and will, result in CCS-99 delays in carrier program approval and/or carrier rejection, even for non- premium sweepstakes. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 40 of 165 © 2011 Mobile Marketing Association
  • 41. 2.12 Use of ‘Free’ and ‘Bonus’ Terminology Guideline MMA ID The FTC defines the use of ‘free’ in its ‘FTC Guide Concerning Use of the CCS-283 Word “Free” and Similar Representations’. The FTC defines ‘Free’ as: (Excerpt) The public understands that, except in the case of introductory offers in connection with the sale of a product or service (See paragraph (f) of this section), an offer of ``Free’’ merchandise or service is based upon a regular price for the merchandise or service which must be purchased by consumers in order to avail themselves of that which is represented to be ``Free’’. In other words, when the purchaser is told that an article is ``Free’’ to him if another article is purchased, the word ``Free’’ indicates that he is paying nothing for that article and no more than the regular price for the other. Thus, a purchaser has a right to believe that the merchant will not directly and immediately recover, in whole or in part, the cost of the free merchandise or service by marking up the price of the article which must be purchased, by the substitution of inferior merchandise or service, or otherwise. 2.12 - 1 The program is not promoted as “free” when premium fees are associated CCS-119 with the program that the subscriber will pay with a reasonable level of participation in the program. If there are obligations associated with the term ‘free’, the full commercial offer should be disclosed in the same manner at point of offer as the ‘free’ promotion. The entire offer must be presented in same place (i.e. banner ad, top of ad, etc.). It is important that if the word FREE is used in promoting the service that it be accompanied by WITH SUBSCRIPTION for premium subscription content, or FREE with transport charges. Free should never be promoted alone and should always have an indication or means of transport. ‘Bonus’ or ‘Complimentary’ are acceptable alternative terms to the word ‘free’ provided there is terminology that indicates the consumer is signing up for a program in order to receive the bonus or complimentary content. 2.13 Terms & Conditions Guideline MMA ID 2.13-1 Terms and Conditions must contain the following: CCS-111  Carrier pricing and messaging frequency 2.13-2  If the service is a subscription CCS-112 2.13-3  Information disclosing that the premium charge will be added to the CCS-113 subscriber’s wireless phone bill or deducted from their prepaid account 2.13-4  Contact info (#800, email address, or website) CCS-114 2.13-5  The above terms apply to WAP sites IF the subscriber is charged for CCS-115 accessing the WAP site home (or landing) page. Otherwise, all advice of charges must be clearly and conspicuously presented within the site, as shown in the example CCS-EG-06. 2.13-6  That the payment will be made to the subscriber’s wireless phone bill. CCS-165 2.13-7  That the user will be advised of all charges before being billed. CCS-166 2.13-8  The description that will appear on the subscriber’s phone bill or deducted CCS-167 from their pre-paid balance. 2.13-9  There should be a link providing customer care contact information and CCS-168 advice that other ancillary charge, such as carrier data charges, that may be incurred. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 41 of 165 © 2011 Mobile Marketing Association
  • 42. 2.14 Bill Face Descriptors Guideline MMA ID 2.14-1 Where applicable, the content provider or vendor may remind the subscriber of CCS-236 the bill-face descriptor that will appear on their wireless phone bill. This reminder could take the form of a text message, web based copy, an audio prompt or text within a print ad. The ability of vendors to provide this information accurately depends upon the disclosure and accuracy of the carrier bill-face formats provided by the carriers. 2.14-2 Bill Face Descriptor: Carriers may choose to include bill face descriptors for FTEU CCS-251 messages, consistent with those described in the section “Customer Care” in this document. In this case, the descriptors should be clearly denoted as free of charge. 2.15 Premium Billing Dispute Resolution Customer satisfaction is essential to the ongoing health of the mobile ecosystem, and is a key to the continued growth of mobile marketing. As such, we understand the importance of establishing a mechanism that empowers consumers to address questions or concerns regarding a mobile transaction. Guideline MMA ID 2.15-1 Potential Scenarios requiring Dispute Resolution: CCS-237  Subscriber cannot cancel text-messaging service.  Subscriber ordered content (e.g., Ringtone, Games and Movies), but content either did not stream, download or does not load properly.  Subscriber disputes a PSMS charge on his phone bill (one-time).  Subscriber disputes a SMS subscription service.  Subscriber feels he has been deceived by a mobile marketing message and/or program. Dispute Resolution Principle:  Dispute resolution is in the sole discretion and management of each wireless carrier for their respective customers. 2.16 Affiliate Marketing Affiliate Marketing is a process whereby a content provider provides financial CCS-116.5 consideration to one or more persons or entities in exchange for their agreement to offer content providers’ products and/or services to consumers. Guideline MMA ID 2.16-1 To ensure that advertising of mobile products and services offered via Affiliate CCS-116 Marketing is clear and accurate, content providers engaging in Affiliate Marketing agree that:  Marketing via the email channel shall comply with the CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography & Marketing Act) and any and all implementing regulations promulgated by the Federal Trade Commission and the Federal Communications Commission, and; 2.16-2  Mobile Identification Number (MIN) entry, and Personal Identification (PIN) CCS-117 entry pages (including but not limited to pages that provide a mechanism for users to make a purchase of content providers’ products and services) must be controlled and monitored by the applicable 3.7-content provider for compliance to applicable law and MMA Guidelines. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 42 of 165 © 2011 Mobile Marketing Association
  • 43. 2.16.1 Affiliate Marketing Web-based Carrier Select Page Guideline MMA ID 2.16.1-1 Content providers should terminate their relationship with any party engaged CCS-118 in Affiliate Marketing on their behalf that is found to be non-compliant. Web pages used for affiliate marketing are commonly known as Jump Pages. Jump pages, which are third party hosted pages that redirect a consumer to one or more content provider’s websites, are known as Carrier-Select Jump Pages. The following describes what is required and not allowed on Carrier- Select Jump Pages: Required  If any alternative wireless content is being advertised it must be disclosed in a font no smaller than 1/2 the font size of the primary offer description and no further than 20 pixels from the primary offer description with a minimum of 25 point font size  Carrier logos distributed from or approved by carriers. Not allowed  Purchase flow;  Request/take MIN or PIN information;  Inappropriate or unapproved content per individual carrier guidelines  Inappropriate use of the word ‘free’ (CCS-30)  Use of carrier logo or name if advertising any service when that service is not supported by that carrier. 2.17 Premium WAP Sites Guideline MMA ID 2.17-1 Access to content presented in the form of browse-able WAP sites may be CCS-159 initiated by SMS short code, by WAP push from a PC website, by direct entry of a URL, by clicking a search link, etc. While opt-in may not originate through an SMS short code, subscribers are still billed “on-net” through PSMS or direct carrier billing connections, placing such sites under the governance of these Consumer Best Practice Guidelines. 2.17-2 The same opt-in rules apply for WAP sites as for SMS program double opt-in IF CCS-160 there is any charge associated with accessing the first page of a WAP site presented when the subscriber selects a service message (embedded link or WAP push message), or browses to that page by any other means. 2.17-3 There is no requirement for opt-in text messages IF the first page of a WAP site CCS-161 presented to the user does not incur a charge, and any subsequent charges are clearly setout, requiring an explicit user action as described below. 2.17-4 Before any billing events can be generated, the advice of charge must be CCS-162 presented clearly to the customer, in substantially the same format as the payment flow shown below. 2.17-5 There must be an explicit “Buy” button visible to the user on the first screen of CCS-163 the payment details page. Only when the user clicks this button should a billing event be generated. “Buy” may be replaced with “Subscribe” or “Purchase” terminology. 2.17-6 There must be an explicit “Cancel” button available to the user on the first CCS-164 screen of the payment details page immediately below the Buy button and visible without requiring the user to scroll down the screen. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 43 of 165 © 2011 Mobile Marketing Association
  • 44. 2.17-7 There must be an explicit “Terms and conditions” link available to the user, CCS- 166.5 listed directly after the “Cancel” button. The Terms and conditions page shown to the user should contain at a minimum the following information: 2.17-8  That the payment will be made to the subscriber’s wireless phone bill. CCS-165 2.17-9  That the user will be advised of all charges before being billed. CCS-166 2.17-10  The description that will appear on the subscriber’s phone bill or deducted CCS-167 from their pre-paid balance. 2.17-11  There should be a link providing customer care contact information and CCS-168 advice that other ancillary charges, such as carrier data charges, that may be incurred. 2.18 Subscription Programs A subscription program is any program the subscriber opts-in to where the result is that the subscriber passively incurs premium charges over time for content delivery. There are two kinds of subscription programs: 1) A program for a set period of time, such as one month. 2) A program for a set number of uses, after which the subscriber may be charged for another “bucket” of uses. Guideline MMA ID 2.19-1 In addition to the information required in the double opt-in mechanisms in CCS-178 section 3.1 Premium Rate Double Opt In via SMS, the opt-in flow for a subscription program must also include the following:  Identification of the program as a subscription and the billing interval. 2.19-2  The word “subscription” or equivalent must be used in the advertising and CCS-267 T&Cs. 2.19-3  Contact details for the program sponsor—Either a toll free number or a CCS-179 Web site address for opt-out details. 2.19-4 Subscription periods should not be longer than one month. CCS-180 2.19-5 Regardless of the subscription period (daily, weekly, monthly, for example), CCS-181 the subscriber should be notified of the subscription pricing in conjunction with the subscription period 2.19-6 Before the program is renewed, or at a minimum of once per month, a renewal CCS-193.5 message must be sent to the participating subscriber’s handset containing these details: 2.19-7  The name of program CCS-192 2.19-8  The fact that the program is a subscription and is being renewed CCS-193 2.19-9  Billing period and advice of charge for the program CCS-194 2.19-10  Opt-out details CCS-195 2.19-11 This information may be supplied in other program-related messaging to the CCS-196 handset but should coincide with the subscription anniversary. 2.19-12 Each subscription service must be renewed independently of when the CCS-197 subscription was originally ordered. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 44 of 165 © 2011 Mobile Marketing Association
  • 45. 2.18.1 Subscription Double Opt In via Mobile Web/ WAP *Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements and the difference between them. Guideline MMA ID 2.18.1-1 For subscriptions opted-in to through the WAP flow, the advice of charge CCS-182 page shown below must be presented to the subscriber by the content provider. This page describes the purchase terms of the subscription including the billing frequency and the purchase link name is changed from “Buy” to “Subscribe”. 2.18.1-2 The payment advice page should include the following content: CCS-183  “Click <Subscribe> to confirm your purchase of <content description> for <price> per <billing period>.” 2.18.1-3  A link or button that activates the subscription. The name of this link CCS-184 should clearly convey to the subscriber that clicking on the link will activate the subscription. e.g. “Subscribe”, “Buy Now”, “Charge my phone bill” 2.18.1-4  A link or button directly below the activation link that says “Cancel”. CCS-185 2.18.1-5  A link saying “Terms & Conditions”. This link must lead to a page listing CCS-186 detailed terms and conditions of the service, including at a minimum the name and contact details of the content provider. 2.18.1-6  A link saying “Msg&Data Rates May Apply”. This link must lead to a page CCS-187 describing the standard rate data and messaging charges that may apply, depending on a subscriber’s plan 2.18.1-7 When the subscriber clicks the “Subscribe” or subscription activation link, the CCS-188 page to which they are re-directed containing the content for download should display the following confirmation text:  Thank you for your payment of <price>. Your subscription has been activated 2.18.1-8 This confirmation page must also state how to use the HELP and STOP text CCS-189 commands to the relevant short code. 2.18.1-9 Once a subscriber has successfully opted into the program via a Mobile Web CCS-190 browser, an MT message should be sent notifying the subscriber of the purchase, serving as the notice of charge for the transaction. This message should be sent to the subscriber within twelve hours of opting in and should include the following information: program name, price of subscription, billing period, HELP to receive help, and STOP to opt-out. 2.18.1-10 Example of WAP Subscription CCS-191 First Opt-in Second Opt-In Confirmation Page Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 45 of 165 © 2011 Mobile Marketing Association
  • 46. 2.19 Spending Cap Limits – Non Chat Programs Guideline MMA ID 2.19-1 Spending Cap Limits for non-chat programs (Chat programs use spending cap CCS-230 limits as defined in the Chat section) is defined as follows. The policy on spending cap limits is set by individual carriers. These guidelines are intended to support policy synchronization to enable a consistent customer experience and enable more efficient compliance and monitoring. The guidance is as follows: 2.19-2  Spending cap limits are set on a per short code basis. CCS-231 2.19-3  Spending cap limits are based on an operational month based on date of CCS-232 initial sign up (example: user signs up on April 4th, all months will end on the 4th of each month). 2.19-4  There should be an additional opt-in required from the subscriber once they CCS-233 have reached $50 of premium charges on a short code, with additional opt- ins required from the subscriber every $25 of premium charges incurred thereafter. These additional opt-ins are referred to as triple opt-ins. 2.19-5  Each carrier may have their own policy regarding hard spending caps (i.e. CCS-234 spending limits that cannot be exceeded, regardless of additional triple opt- ins), check with your aggregator for details. 2.19-6  Triple opt-in messages should express cumulative premium charge dollar CCS-235 amounts reached (for example $50, $75), not the number of messages billed. 2.20 Chat Programs There are two types of chat: one-to-one and group (or community) chat. CCS-204 These chat programs come in two types: Peer to Peer or Operator CCS-205 Assisted. Peer-to-Peer chat programs include interactions between two individuals, neither of whom are paid “chat professional”. Group chat programs are typically designed so that multiple chat participants CCS-207 may interact with each other during a chat session. As a result, many premium messages are distributed to an end user after the end user has initiated interaction with a member of the group Guideline MMA ID 2.20-1 Group chat programs must be monitored 24x7 by chat providers for compliance CCS-208 with the specific carrier agreements, policy, and all applicable laws and regulations. 2.20-2 The number of participants in a group chat session should be limited to provide a CCS-209 good subscriber experience. 2.20-3 Bots should not be used in chat. This does not apply to registration or CCS-210 administrative chats or to match interactions. 2.20-4 Chat participants should have the ability to report and block members whose CCS-211 activities are perceived as abusive, threatening, or inappropriate, or that promote illegal activity. 2.20-5 Administrative messages associated with opting into a Chat program and setting CCS-212 up profiles should not incur premium charges. 2.20.1 Chat Programs- Messaging Frequency Guideline MMA ID 2.20.1-1 At a maximum, two premium chat messages—or five standard rate chat CCS-215 messages—may be sent in a 24-hour period. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 46 of 165 © 2011 Mobile Marketing Association
  • 47. 2.20.1-2 While the subscriber is in PAUSED status, no premium charges should be CCS-226 applied to their account. 2.20.1-3 The content providers should not be allowed to queue messages to send to CCS-227 the PAUSED subscriber for re-transmission later. 2.20.1-4 Operator Assisted chat programs are all chat programs that are not peer-to- CCS-206 peer. For Operator Assisted chat, the interaction should be a one-to-one message ratio. 2.20.2 Advertising for Chat Programs Guideline MMA ID 2.20.2-1 Advertising for chat programs should not imply unapproved content. CCS-228 2.20.2-2 For operator-assisted chat, appropriate disclosure should be made in the CCS-229 advertising and terms and conditions of the program. Example disclosure wording: This program employs operators who are paid to participate in chat. 2.20.3 Spending Cap Limits –Chat Programs Guideline MMA ID 2.20.3-1 Subscription, bundle, or per-message billing are billing options given when CCS-216 the subscriber is notified and opts in for $25 in premium charges. The policy on spending cap limits is set by individual carriers. These guidelines are intended to support policy synchronization to enable a consistent customer experience and enable more efficient compliance and monitoring. The guidance is as follows: 2.20.3-2  Spending cap limits are set on a per short code basis. CCS-217 2.20.3-3  Spending cap limits are based on an operational month based on date of CCS-218 initial sign-up (example: user signs up on April 4th, all months will end on the 4th of each month). 2.20.3-4 There should be an additional opt-in required from the subscriber once they CCS-219 have reached $25 of premium charges on a short code, with additional opt- ins required from the subscriber every $25 of premium charges incurred thereafter. These additional opt-ins are referred to as triple opt-ins. 2.20.3-5 Triple opt-in messages should express cumulative premium charge dollar CCS-220 amounts reached (for example $25, $50), not the number of messages billed. 2.20.3-6 No MTs should be sent to the subscriber other than a continuation message CCS-221 until the subscriber has replied affirmatively. If the subscriber tries to chat without opting in, additional continuation messages or solicitations may be sent. If the subscriber does not attempt to chat, no additional messages should be sent. This chat participant should be considered in a PAUSED status. 2.20.3-7 HELP and OPT OUT keywords should be included in the continuation message. CCS-222 2.20.3-8 If the subscriber does not reply affirmatively to the continuation message, CCS-223 the system should pause until the subscriber’s anniversary date. 2.20.3-9 Suggested keywords are the same as the opt-in keywords defined earlier in CCS-224 this paper. In addition, MORE, ADD or CONTINUE should be supported as re- opt-in words. 2.21 Charitable Giving 2.20-1 The approval of charitable giving programs is at each carrier’s discretion. CCS-238 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 47 of 165 © 2011 Mobile Marketing Association
  • 48. Cross Carrier Examples: Premium Rate Examples Legend EXAMPLE: HELP Messages (CCS-EG-01) Help (Single Service) Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help MT response: Program sponsor  AcmeMobileRingtonesClub: Service Description & Frequency Subscribed for 5 Ringtones for $5.99/mo. Customer Support Info  800-000-0000. www.HELPURL.com. Msg&Data Rates May Apply Additional Carrier Costs  Reply STOP to cancel, Opt Out Info  Sprint family requires: Renewal date/credits remaining  Renews:10/10 Help (Multiple Services) Step 1: User sends HELP Mobile Originating (MO) Msg Step 2: Help menu MT response to a HELP MO from a user Program sponsor  AAcmeMobileRingtonesClub: Option A  Send HELP TONE1 for Poly club or Option B  HELP TONE2 for Truetone club STOP to cancel Step 3: User responds HELP TONE1. Step 4: User responds HELP TONE2. Program sponsor  AcmeMobileRingtonesClub: Program sponsor  AcmeMobileRingtonesClub: Service Desc & Freq Subscribed for 5 Polytones for Service Desc & Freq Subscribed for 5 Truetones for $5.99/mo. $5.99/mo. Customer Support Info  800-000-0000. Customer Support Info  800-000-0000. www.HELPURL.com. www.HELPURL.com. Additional Carrier Costs  Msg&Data Rates May Apply Msg&Data Rates May Apply Additional Carrier Costs  Opt Out Info  Reply STOP to cancel, Reply STOP to cancel, Opt Out Info  Sprint family requires: Sprint family requires: Renewal date/credits Renews:10/10 Renewal date/credits Renews:10/10 remaining  remaining  Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 48 of 165 © 2011 Mobile Marketing Association
  • 49. EXAMPLE: STOP Messages (CCS-EG-02) Stop (Single Service) User receives the following Mobile Terminating (MT) Message: Program sponsor  AcmeMobileRingtonesClub: Discontinuation of Service  Your Ringtone subscription is cancelled. Discontinuation of Charges  You will get no more messages or charges. Additional Carrier Costs Msg&Data Rates May Apply. Customer Support Info  www.HELPURL.com Stop (Multiple Services) Step 1: User sends STOP Mobile Originating (MO) Msg Step 2: Help menu MT response to a STOP MO from a user Program sponsor  AAcmeMobileRingtonesClub: Option A  Send STOP TONE1 for Polytone club or Option B  STOP TONE2 for Truetone club Step 3: User responds STOP TONE1. Step 4: User responds STOP TONE2. Program sponsor  AcmeMobileRingtonesClub: Program sponsor  AcmeMobileRingtonesClub: Discontinuation of Service  Your Polytone subscription is Discontinuation of Service  Your Truetone subscription is cancelled. cancelled. Discontinuation of Charges  You will get no more messages Discontinuation of Charges  You will get no more or charges. messages or charges. Additional Carrier Costs Additional Carrier Costs Msg&Data Rates May Apply. Msg&Data Rates May Apply. Customer Support Info  Customer Support Info  www.HELPURL.com www.HELPURL.com Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 49 of 165 © 2011 Mobile Marketing Association
  • 50. EXAMPLE: PREMIUM Rate IVR (Initial Opt In IVR) (CCS-EG-04 ) Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  WOD: Weather on Demand. Service Description  Call 888-222-2222 to get current weather for your area sent to your phone. Dial 0 for help. Price and Frequency  $5.99/mo for daily info (7 per week) Customer Support Info  Text HELP for help. Opt Out Info  To stop text STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to User calls 888-222-2222 [Mobile subscriber calls and is Call to Action prompted to select SMS to phone] Step 2: Mobile Content MT User receives the following MT Message: Mobile Content  WOD: Partly sunny with chance of showers in late afternoon. Highs in the 70 during the day, and 62 at night. Reply Help for Help. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 50 of 165 © 2011 Mobile Marketing Association
  • 51. EXAMPLE: Premium Rated Double Opt In– Alert Subscription (CCS-EG-05) Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  Farm league baseball! Service Description  Txt us your farm town zip code. Txt <Your Zip Code> to 12345. Service Cost  We send game day reminder for $3.99/month, charged to your wireless bill. Frequency of Messaging  Get 4 msg/month. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to Text '44521' to 12345. Call to Action Step 2: User receives the following MT Message: Program sponsor  Farm League Baseball Alerts! Service price  To confirm $3.99 monthly alerts, reply YES. Frequency of messaging  Get 4 msgs/month. How to get help  Reply HELP for help Additional carrier costs  Msg&Data Rates May Apply. Step 3: Double Opt In User sends MO message “YES” Step 4: Initial MT Service description  Thanks for subscribing to Farm League Service price  Baseball alerts for $3.99/month! Frequency of messaging  Get 4 msgs/month. How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Additional carrier costs  Msg&Data Rates May Apply. Step 4: MT Alert User receives the following MT Message: Alert  Farm League Baseball Alert! Crosstown Rebels battle the Lakeview Titans on 11/11/08 @ 6pm in Dolores Park. Support your local team. Reply Help for Help. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 51 of 165 © 2011 Mobile Marketing Association
  • 52. EXAMPLE: Premium Rated Opt In for WAP (CCS-EG-06) *Please refer to specific carrier guidelines on Mobile Web and Premium WAP details requirements and the difference between them. Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  CheckMyRide Tones! Service Description  Visit wap.checkmyride.com on your phone microbrowser. Visit HELP for help. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to Call to Action User visits wap.checkmyride.com Step 2: WAP Opt In 1 User sees the following WAP/ xHTML page with product offer: Program sponsor  Checkmyride.com! Service Description  The hottest ringtones sent to your phone every month. Service price  Get 5 ringtones for $9.99/month. Link to terms Terms and Conditions Additional Carrier Costs  Msg&Data Rates May Apply. Step 3: WAP Opt In 2 Mobile subscriber sees the following WAP/xHTML page after selecting subscription. Program sponsor  Checkmyride.com! Service Description  Click "Subscribe" to confirm your purchase of "Check my Ride" tones Service price  for $9.99 per month. Subscribe Cancel Link to terms Terms and Conditions Additional Carrier Costs  Msg&Data Rates May Apply. Step 4: WAP Confirmation Mobile subscriber sees the following WAP/xHTML page after being billed. Service Description & cost  Thank you for your payment of $9.99 per month. Your subscription has been activated. Frequency of messaging  Get 5 ringtones per month. How to get help Reply HELP for help to NNNNN. How to Stop  Reply STOP to cancel to NNNNN Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 52 of 165 © 2011 Mobile Marketing Association
  • 53. Step 5: Confirmation MT User receives the following MT Message: Service Description & cost  Thank you for your payment of $9.99 per month for Check my Ride tones. How to get help Reply HELP for help. How to Stop  Reply STOP to cancel EXAMPLE: Premium Rated Chat Opt In (CCS-EG-07) Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  Sports Talk: Service Description  Chat with top sports executives . Txt 'talk' to 54321. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Service Cost  One-to-one txt chat for $0.50/msg, charged to your wireless bill + Additional Carrier Costs  Msg&Data Rates May Apply. Step 1: User responds to Text 'Talk' to 54321. Call to Action Step 2: Opt In User receives the following MT Message: Program sponsor  Welcome to Sports Talk chat. Service price  To confirm $0.50 per msg received, reply YES to start. How to get help  Reply HELP for help. Additional carrier costs  Msg&Data Rates May Apply. Step 3: Double Opt In User sends MO message with “YES” Step 4: Confirmation MT Service description  Thanks for joining Sports Talk chat. Ask us a question for $0.50 per answer! How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Step 5: Mobile subscriber User sends MO message with chat “What is John Madden's next career move?” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 53 of 165 © 2011 Mobile Marketing Association
  • 54. Step 6: Mobile Content User receives the following MT ($.50) Message: Chat  Madden is working on a new version of his popular PS3 game with EA. Step 7: Reminder MT User receives the following MT Message: Program sponsor  Sports Talk chat! Indication of spend limit  You have spent $25.00 this month. Cost of service  The service cost is $0.50 per message received. To continue txt MORE. How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Additional carrier costs  Msg&Data Rates May Apply. Step 8: Triple Opt In User sends MO message with “MORE.” May also use ADD, CONTINUE as keywords. EXAMPLE: Billing Renewal Message (CCS-EG-10) Sample Billing Renewal Message Type Sample Text Charge MT Your XYZ Alerts Subscription Renewed, 5 msg/month Std for $5.99/mo.800-000-0000 Msg&Data Rates May Apply.www.HELPURL.com.Reply HELP for help, STOP to cancel EXAMPLE: Bill Face Descriptor by Carrier (CCS – EG-11) Bill-Face Descriptor Format by Carrier Carrier Format AT&T Mobility 62 Characters <Content Provider Name, Program Description, Merchant Name, Short Code and Campaign ID> Sprint/Nextel 22 Characters <Provider, Short code, Brief Program Description> T-Mobile 2 Fields: 15 and 25 Characters respectively Field 1 <Service Provider> Field 2 <Short code Description> Verizon 30 Characters <Short code & Brief Program Description> Wireless Note: No content provider toll free # allowed Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 54 of 165 © 2011 Mobile Marketing Association
  • 55. Premium Rate Cross Carrier Standards Matrix This matrix is designed to give a high level overview of the premium rate programs allowed, by Carrier. These programs must comply with the CBP Guidelines and are still subject to review and approval by the Carrier. Y = Allowed N/A = Not Available Premium Services N = Not Allowed CBC = Case by Case Basis Service Frequency Verizon AT&T T-Mobile Sprint Alerts Subscription Y Y Y Y Mobile Content (text) Y Y Y Y Subscription Day, Month Month Month Day,Month Chat Subscription CBC Y Y Y Y, MMS Mobile Content (URL) One Time Y Y Y Only Y, MMS Mobile Content (URL) Subscription Y Y Y Only Full Music Downloads One Time N Y N N PIN N/A Y CBC Not Needed Y PTV One Time CBC Y Y CBC Sweepstakes One Time CBC Y CBC N Contests One Time CBC Y CBC CBC Gifting One Time CBC CBC N CBC Reverse Auction One Time CBC CBC CBC N Charity One Time CBC CBC CBC CBC M-Commerce N/A N CBC CBC CBC Micropayment One Time N CBC CBC N Mobile Content (MMS) One Time Y Y N N Mobile Content (MMS) Subscription Y Y N N WAP (Double Opt In) One Time Y Y Y Y WAP (Double Opt In) Subscription CBC Y Y Y Games One Time N Y Y Y MIM One Time CBC Y N CBC Streaming Video One Time N N N N Double Opt In One Time Y Y Y CBC 800 Number provided Ongoing Y Y Y Y Subscription Ongoing Y Y Y Y Sweepstakes Ongoing CBC CBC CBC N Chat Ongoing CBC Y Y Y Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 55 of 165 © 2011 Mobile Marketing Association
  • 56. Section 3: Free To End User (FTEU) Free to End User Cross Carrier Guidelines 3.0 General Guidelines Guideline MMA ID 3.0–1 At a minimum, programs should be run in a manner that is congruous with the CCS-01 letter and spirit of the MMA Global Code of Conduct for Mobile Marketing. The Code of Conduct is located at:http://www.mmaglobal.com/codeofconduct.pdf 3.0-2 At all times, programs must be in accordance with applicable federal and state CCS-02 laws, rules and regulations. 3.0-3 Wireless subscribers have a right to privacy. CCS-07 3.0-4 Not all carriers support FTEU messaging. CCS-244 3.0-5 An individual program may be set up as FTEU on carriers which support the CCS-245 functionality and standard rate (SR) on carriers who do not support FTEU, provided that the application does not inherently have to be delivered as FTEU (for example, for legal reasons), and further provided that Content Providers ensure that all advertising, marketing and other consumer materials regarding the program clearly indicate on which carriers the program is offered as a standard rate program. The guidelines for FTEU programs and SR programs should apply on each carrier as appropriate. 3.0-6 Charging Disclosure: FTEU Mobile Terminate (MT) messages sent to subscribers CCS-248 by the program should be disclosed as such. The prefix “Free msg:” should be added to the message text. These characters consume part of the total character limit for the message. 3.0-7 FTEU programs are approved based on the following information submitted by CCS-241 CCS-260 the content provider through the carrier: 3.0-8  The information submitted to the carrier for program approval should include CCS-242 CCS-261 the estimated frequency with which end users will receive FTEU messages. 3.0-9  A formal restriction should not be placed on the number of messages, which CCS-243 CCS-262 may be sent as part of an individual FTEU program. However, carrier approval may be given on a case-by-case basis for programs where the estimated number and frequency of FTEU messages is determined by the carrier to be appropriate for the application and approved by carrier. Note that many potential FTEU applications will involve event-triggered alert messages, the frequency of which cannot precisely be predetermined. 3.1 Guidelines for Advertising Messaging Programs Guideline MMA ID 3.1-1 When promoting programs, content providers should ensure that their CCS-12 advertising in all forms is clear and conspicuous regarding all terms and conditions associated with offers and adheres to all state and federal regulations. 3.2 Free To End User Opt In Guideline MMA ID 3.2-1 Content providers must obtain opt-in approval from subscribers before sending CCS-08 them any SMS or MMS messages or other content from a short code. 3.2-2 FTEU programs require single opt-in CCS-37 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 56 of 165 © 2011 Mobile Marketing Association
  • 57. 3.2-3 As with standard rate programs, FTEU programs should be subject to single opt- CCS-246 in mechanisms. The mechanism should be sufficient to establish the subscriber’s willingness to participate in the program and possession of the handset. The opt- in applies to the specific program and should not be used as a blanket approval to promote other programs, products or services. 3.3 Free to End User Opt Out Guideline MMA ID 3.3-1 Subscribers should be able to stop participation in a FTEU program when CCS-250 CCS-38 desired, except for messages related to their underlying mobile service. 3.3-2 Content providers must offer subscribers the opportunity to cancel the service at CCS-38 anytime. The following rules govern program opt-out: 3.3-3 A subscriber must be able to stop participating and receiving messages from any CCS-40 program by sending STOP to the short code used for that program.  END, CANCEL, UNSUBSCRIBE or QUIT should also be opt-out key words for all programs; however, content providers should feature the word STOP in their advertising and messaging.  The opt out keyword STOP sent by the subscriber cannot be case sensitive  The STOP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message.  Short code programs must ignore subsequent non-keyword text included in STOP MOs.  Short codes running MMS programs should handle the STOP keyword correctly, regardless whether the subscriber sends the keyword via MMS or SMS.  When sent, these words cancel the subscriber’s previous opt-in for messaging. 3.3-4 If the subscriber is participating in multiple programs on the short code, there CCS-41 are two options for the content provider when a subscriber sends an opt-out request: 1) The content provider sends a menu of the programs the subscriber is subscribed to and the subscriber has the responsibility to reply with the specific keyword to the specific program they would like to be opted out of. To ensure subscribers also have a way to opt-out of all programs within this menu, STOP ALL must be added to the menu choices. The stop menu message does NOT need to contain i) “Msg&Data Rates May Apply” ii) Sponsor contact information. 2) Or if the subscriber sent STOP ALL to the short code, they are opted-out of all programs they were enrolled in on that short code. 3.3-5 When STOP, or any of the opt-out keywords above, is sent to a program, the CCS-50 program must respond with an MT message, whether or not the subscriber is subscribed to the program or not. 3.3-6 When the user is a subscribed to a recurring program, an MT message CCS-48 confirming the opt-out should be sent to the subscriber. This should not be a premium message. This message should reference the specific program the subscriber has opted-out from. No further messages should be sent to the subscriber from this program, including marketing messages for any related or unrelated programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 57 of 165 © 2011 Mobile Marketing Association
  • 58. 3.3-7 When the user is not currently subscribed to a recurring program, or the CCS-284 program is one-time program where the subscriber will not receive additional messages, then an MT message may be sent that only confirms that the user is not subscribed to any programs on this short code and indicates that no further messages will be sent. 3.3-8 This STOP command functionality requirement applies to all programs, including CCS-43 one-time use programs where the subscriber will not receive additional messages. This is to avoid subscriber confusion around the use of the STOP command. 3.3-9 The STOP command should never result in an error being sent back to the CCS-44 subscriber. 3.3-10 The content provider must record and store all opt-out transactions. CCS-52 3.4 Terms & Conditions Guideline MMA ID 3.4-1 Terms and Conditions at a minimum must contain the following: 3.4-2  STOP instructions in BOLD lettering CCS-82 3.4-3  HELP instructions in BOLD lettering CCS-83 3.4-4  Program sponsor information, defined as the program name, company CCS-84 name, or brand associated with the campaign 3.4-5  For free to end user programs: Disclose that standard carrier messaging CCS-239 charges do not apply to messages received as part of the service (where relevant, listing on a carrier-by-carrier basis whether this applies). 3.4-6  Customer Service Contact Information: either a toll-free number, a web CCS-285 submission form or an email address. 3.4-7  Guidance on the frequency with which the subscriber may expect to receive CCS-240 messages for the duration of the program. Note that for many applications, this cannot be precisely predetermined by the content provider. In this case, the guidance should relate to the expected message frequency under normal circumstances. 3.4-8 All material terms and conditions of the program should be clearly CCS-88 communicated. 3.4-9 Carrier compatibility - clearly and conspicuously disclose that content is not CCS-90 available on all carriers, as applicable. Include list of supported carrier names whilst excluding all other carrier names. 3.4-19 If the content provider offers multiple services, separate T&C’s per service CCS-91 should be provided instead of generic T&C’s that cover all offered services. 3.4-11 If a checkbox is used to indicate a consumers’ acceptance of the terms and CCS-89 conditions, it is not permissible for the checkbox to be pre-checked. 3.5 Free to End User HELP Guidelines Guideline MMA ID 3.5-1 Help messaging commands, phone numbers, URL’s, and email addresses should CCS-53 result in the subscriber receiving help with his issue. Dead ends that do not provide a manner in which the subscriber may resolve his issue is not acceptable. 3.5-2 A subscriber can receive help information by sending the word HELP to any CCS-68 program. The HELP keyword should work on all short code programs. HLP is optional for HELP, but not required.  The HELP keyword sent by the consumer cannot be case sensitive  For short codes running MMS programs, a help response should be returned Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 58 of 165 © 2011 Mobile Marketing Association
  • 59. whether the subscriber sends in HELP to the short code via MMS or SMS  The HELP keyword must work in the native language of the program. In a non-English program, the English keyword must not return an error message. 3.5-2 To help subscribers understand their participation, each program should respond CCS-57.5 with the program details listed below when the subscriber sends the keyword HELP to the program short code. 3.5-3  Identity of program sponsor—This is defined as the program name, company CCS-58 name, or brand associated with the campaign. 3.5-4  Customer support info — Either a toll-free number or Web address, or e-mail CCS-59 address 3.5-5  Service description of program — For example, Fun Stuff Chat. CCS-60 3.5-6  Opt-out information CCS-62 3.5-7 If the short code has multiple programs (keywords) on the same short code, the CCS-55 application should respond in one of two ways: 1) If the subscriber has opted in to only one program, the application should supply the information for the program the subscriber is opted-in to. 2) If the subscriber has opted-in to multiple programs, the application should present a multiple-choice question asking the subscriber what program they would like help on. The first help menu does NOT need to include: “Msg&Data Rates May Apply”, STOP, Or Sponsor Contact Information The menu should contain a question asking what the subscriber seeks help with and a list of options for the user to get help on. Once the user has identified the program they want help with, the appropriate help information must be in the subsequent MT. 3.5-8 When HELP is sent to a program, the program must respond with an MT CCS-286 message, whether or not the subscriber is subscribed to the program, and whether the program is a subscription program or not. HELP must always result in a response. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 59 of 165 © 2011 Mobile Marketing Association
  • 60. Cross Carrier Examples: FTEU Examples Legend EXAMPLE: FTEU Single Opt In Call to Action The following is advertised on web, television, in-store promotional poster, etc.: Program sponsor  Lenders Bank daily bank balance alerts. Service Description/Cost  Txt 'balance' to 43210 to get daily bank balance. Customer Support Info  Txt HELP for help. Opt Out Info  To stop txt STOP. Frequency of messaging  Get 1 msg/day. Step 1: User responds to call of action and sends MO “balance”. Step 2: Confirmation MT User receives the following MT Message: Free message declaration  Free msg: Service description  Thanks for joining Lenders Bank daily bank balance alerts. Frequency of messaging  Get 1 msg/day. How to get help  Reply HELP for help. How to stop  Reply STOP to cancel. Step 3: MT Alert User receives the following MT Message: Free message declaration  Free msg: Alert  Lenders Bank - The balance for account #009221 is $12,998.23. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 60 of 165 © 2011 Mobile Marketing Association
  • 61. Free to End User Cross Carrier Standards Matrix This matrix is designed to give a high level overview of the programs allowed, by Carrier. These programs must comply with the CBP Guidelines and are still subject to review and approval by the Carrier. Y = Allowed N/A = Not Available Free To End User (FTEU) Services N = Not Allowed CBC = Case by Case Basis Service Type/Requirement Frequency Verizon AT&T T-Mobile Sprint Alerts (Single Opt In) One Time Y Y Y Y SMS2TV/pTV One Time CBC Y Y CBC Mobile Banking Ongoing CBC Y Y CBC Mobile Advertising Ongoing CBC CBC CBC CBC Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 61 of 165 © 2011 Mobile Marketing Association
  • 62. Verizon Provisioning Section Standard MMA Id Additions to VZW-01 VZW BP VZW Best Practices – Additions to the VZW BP Guidelines – Guidelines Dated June 12, 2009 – Revised December 15, 2009 Proper Disclosure To Consumers – Programs that include any premium charges must disclose: (1) any premium charges associated with the program including whether any charges are recurring and (2) the nature of the program, including the type of content delivered to the consumer’s mobile device. This disclosure must be clear and conspicuous throughout all marketing materials including on-line, print, or television advertisements, throughout any Internet sites associated with the program, and throughout the opt-in process. For example, programs such as an on-line quiz that require a subscription to a premium charge program to obtain the results of the quiz must include proper disclosures in any advertisements, on each web page associated with the quiz, and during the opt-in process in order to make the consumer aware that the actual program being offered is a premium charge program rather than an on-line quiz. For programs, such as on-line quizzes, in which non-messaging content is offered to consumers as an inducement to participate in a premium charge program, or in cases where a single delivery of content (for example: survey results, quiz results) is promoted in order to induce a consumer to opt-in to a subscription-based program, aggregators are required to: (1) disclose all affiliate marketing and websites within which the program will be advertised including keyword advertisements; (2) provide examples of the actual advertising used and/or text used in keyword advertisements; and (3) provide a fully operational website that details full consumer experience in conjunction with the program. In order for disclosures to meet the above-stated requirement of being clear and conspicuous, the actual nature of programs must not be obscured by unrelated, tangential material. For instance, a premium charge program that provides a ‘joke of the day’ subscription should not be advertised, positioned or promoted as something else (e.g., an IQ quiz, a way to find out the name of a secret admirer, etc.). Premium charge programs should not be operated on a ‘bait and switch’ basis where something like an IQ quiz is used as a ruse to lure consumers to opt-in to a completely unrelated premium charge program such as a ‘joke of the day’ subscription. The advertising, positioning and promotion of premium charge programs, including all affiliate Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 62 of 165 © 2011 Mobile Marketing Association
  • 63. advertising and any associated web sites, must be focused primarily on the content to be provided in exchange for the premium charge and not on unrelated, tangential material. VZW Best Practices – Additions to the VZW BP Guidelines – Dated September 30, 2009 Repeat Offender Policy: Effective October 1, 2009, the following policy will be in effect with regard to functional program monitoring and advertising enforcement: o If a program is found to have the same Severity 2 rule violation in two out of three consecutive months (e.g. 1/2009 and 3/2009, or 2/2009 and 3/2009), then the campaign will be barred from acquiring any new Verizon Wireless subscribers for a period of 90 days, commencing within 3 business days after the second violation. o If a program is found to have the same Severity 2 rule violation as (1) above during the 90 penalty period, then the program will be terminated and all VZW users will be unsubscribed from the program. o Programs will be terminated with a 30 day “wind- down” period, during which VZW subscribers will be sent a termination MT in lieu of the renewal MT. o New programs from the affected content provider will be considered at the sole discretion of Verizon Wireless after a 90 day period from the last VZW user being unsubscribed. Advertising Disclosure Requirements: Effective November 1, 2009, the following policy will be in effect: 15) Website Call to Action (CTA) for Premium Charge Programs – The requirements listed below apply to any web page, whether hosted by affiliate marketers, content providers, aggregators or any other party, that contains a material representation, or CTA, about a premium charge program. A material representation includes, without limitation, any information about the type, quantity, quality or cost (or lack thereof) of content accessible through the program.  The pricing and billing frequency must be displayed prominently in the CTA on the web page, including any web page where the user enters their cell phone number AND on the PIN code page (if a PIN is used). At least one pricing and billing period disclosure will be 12 point font and have a 125 color contrast value (using the W3C brightness formula). The above listed advertising disclosure placement must be within 125 pixels above or below or to the right or left of the cell number submit and P.I.N. submit fields. The price point must be numerical including the dollar sign (i.e. $9.99 per Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 63 of 165 © 2011 Mobile Marketing Association
  • 64. month). A reasonable person reviewing the web page should be able to readily notice and understand the pricing and billing frequency associated with premium charge programs.  The CTA must not suggest that content, such as ringtones or sports ringtones are available to customers of VZW, if no such content is available through the program. To the extent the content available to customers of VZW is different than that available to the customers of other carriers, this must be made clear in the CTA. To the extent the CTA indicates that specific content is available, such as ringtones or wallpaper for the Atlanta Braves, then such content must be available. If alternative wireless content is available, this disclosure must be 20 or less pixels from the primary offer description and no less than one half the font size for the primary offer (i.e. Get 10 Ringtones [ 50 font] or a Cool Text service [minimum 25 font].)  A summary of the terms and conditions, or the full text of the terms and conditions, must be displayed, with a minimum of three lines of text above the fold (if there are more than three lines of text to the terms and conditions) on the page where the user enters their cell phone number AND on the PIN code page (if PIN is used). It is not acceptable to have only a link to the terms and conditions.  The terms and conditions must also include pricing disclosures, subscription disclosures, instructions on how to opt-out of/cancel the program, get Help, describe the billing method description (charges will appear on their wireless bill or be deducted from their prepaid balance on your cellphone account), billing frequency, and disclose that Msg&Data Rates May Apply. VZW Best Practices – Additions to the VZW BP Guidelines – VZW-02 Dated June 12, 2009 Proper Disclosure To Consumers – Programs that include any premium charges must disclose: (1) any premium charges associated with the program including whether any charges are recurring and (2) the nature of the program, including the type of content delivered to the consumer’s mobile device. This disclosure must be clear and conspicuous throughout all marketing materials including on-line, print, or television advertisements, throughout any Internet sites associated with the program, and throughout the opt-in process. For example, programs such as an on-line quiz that require a subscription to a premium charge program to obtain the results of the quiz must include proper disclosures in any advertisements, on each web page associated with the quiz, and during the opt-in process in order to make the consumer aware that the actual program being offered is a premium charge program rather than an Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 64 of 165 © 2011 Mobile Marketing Association
  • 65. on-line quiz. For programs, such as on-line quizzes, in which non-messaging content is offered to consumers as an inducement to participate in a premium charge program, or in cases where a single delivery of content (for example: survey results, quiz results) is promoted in order to induce a consumer to opt-in to a subscription-based program, aggregators are required to: (1) disclose all affiliate marketing and websites within which the program will be advertised including keyword advertisements; (2) provide examples of the actual advertising used and/or text used in keyword advertisements; and (3) provide a fully operational website that details full consumer experience in conjunction with the program. Mobile VZW Best Practices – Additions to the VZW BP Guidelines – VZW-03 Banking/Commer Dated September 29, 2008 ce/Payments *These guidelines supersede prior published guidelines dated June 23, 2008. Allowable Content: Content of the types indicated below may be delivered via short code-based mobile banking messaging programs for purposes of alerts, notifications and core banking services such as intra-bank transfers among accounts of a single bank customer. Banks may offer mobile banking service only to their own customers. Personally identifiable information, however, must not be included in messages. Some examples of personally identifiable information include, but are not limited to, account number, credit card number, billing address, expiration date, SSN, etc. or a combination of these. The last 4 digits of credit card numbers, bank account names and bank customer designated account names may be allowed at the discretion of VzW:  Core banking, brokerage and investment services may be allowed if they fall under any of the categories below: o Alerts and notifications related to account balances and transaction histories as long as they do not contain any personally identifiable information per above. o “Call me back” request related to promotions or offers from the banks on an opt-in basis. o Account alerts and reminders related to low balance, fraud alerts, authentication message and bill payment reminders. o Money transfers between multiple accounts within the same bank and that belong to the same bank customer, but not money transfers among different banks and/or different bank customers. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 65 of 165 © 2011 Mobile Marketing Association
  • 66. Enrollment: Customers must enroll for mobile banking access with their bank or financial institution using a secured enrollment option to enable opt- in to short code-based mobile banking messaging programs, including an option to opt-out at any time. Industry guidelines will apply to all such programs. Customers should not be able to use mobile banking without enrollment with their bank or financial institution. Banks or their application providers must store opt-in consent for all customers who have opted in to their short code-based messaging programs and they must also record opt-out timestamps when customers opt-out of such programs. Security, Privacy and Fraud Control: Banks, financial institutions and their application providers must (i) ensure that any technology used for short code-based mobile banking messaging programs is secure, (ii) have controls in place to protect bank customer privacy, confidentiality and the integrity of customer information and (iii) employ anti-fraud mechanisms for detecting fraudulent transactions or unusual transaction patterns related to these programs. Customer Care: Banks should implement customer support for mobile banking and would be responsible for any customer complaints and issues related to transaction disputes. Bank customers must be notified of help information for all such issues by the bank during the enrollment process. Mobile Commerce/Payments:  Payment support services alerts and notifications may be allowed if they fall under any of the categories below: o Account balance, available credit and transaction alerts for payment support services, but inter-bank money transfers, bill payment using sms, and/or adding value to loyalty cards will not be allowed. o Notification for approval for card purchase but the use of SMS to apply for new services such as a credit card, sign ups for financing offers or opening new accounts will not be allowed.  SMS merchant services may be allowed if they fall under any of the categories below: o Notification for placing purchase orders online, but payment for online goods purchased using SMS as the billing mechanism will not be allowed except purchases of digital content for wireless devices (ringtones, wallpapers, Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 66 of 165 © 2011 Mobile Marketing Association
  • 67. alerts etc) will be allowed. o Order status alerts for shopping cart and reminders for purchase orders. URL Submissions VZW Best Practices – Additions to the VZW BP Guidelines – VZW-04 Dated June 23, 2008 If a content provider modifies the list of URLs (add or delete) for an existing program, including any URLs by marketing affiliates or other third parties to drive consumers to the URLs of a content provider, they should receive prior approval of the URLs of a content provider by submitting the changes to Product Development. All URLs require prior approval before they can be used in connection with a program. There is no need to clone the program. Product Development will update the CAT tool with the new URL list. For new programs, the content provider should include a full list of URLs on page 1 of the CAT tool application. White Label For both Standard and Premium campaigns, content VZW-05 Solutions providers/aggregators must provide full disclosure of all keywords and URLs. Also, a complete list of all content providers associated with the campaign must also be provided. If new content providers are added after launch, the CAT tool application should be cloned and resubmitted for approval. Single Host Content provider must be the single host of all pages which require VZW-06 a mobile number submittal or PIN entry. Content provider shall not grant access for any third party to be able to alter offer pages in a production environment. Legacy programs must be compliant with this requirement within 60 days (i.e., by August 23, 2008). Single Opt-In by Content provider/aggregator must record and store all single opt-ins VZW-07 Web, IV or and maintain the records of those opt-ins for at least one year past Handset the date of the associated opt-outs. Double Opt-In Content provider/aggregator must record and store all double opt- VZW-08 by Web, IVR or ins and maintain the records of those opt-ins for at least two years Handset past the date of the associated opt-outs. Opt Out (STOP) Content provider/aggregator must record and store all opt-out VZW-09 transactions for at least one year past the date of the opt-out. Spending Cap VZW spending cap limits are based on a calendar month based on VZW-10 Limits the date of initial opt-in. For example, if a user signs up on April 4th, the spending cap for the month will be calculated until April 30th. Spending cap limits for subsequent months shall restart the 1st day of each calendar month. Subscriptions For all premium charge subscription programs, VZW requires the VZW-11 Renewal following: Reminder A reminder must be sent to the participating subscriber’s handset, 3-5 days prior to renewal, containing program name, short description of program, advice of charge, frequency of content delivery (i.e.3msg/wk), renewal date xx/xx/xx, opt out information, and HELP information. Contests and If a program incorporates either a contest or sweepstakes, the VZW-12 Sweepstakes requirements described below apply.* 1) Contests – A contest is promotional mechanism that includes a Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 67 of 165 © 2011 Mobile Marketing Association
  • 68. prize and a game of skill. A premium charge can be assessed to enter a contest, but there cannot be an element of chance. a. Any contest that is associated with a program must be approved in advance by VZW. This can be accomplished at the time a new program is submitted or by modifying an existing program to include a contest. b. Content provider/aggregator must submit a complete copy of the rules for the contest. The rules cannot be generic (e.g., covering multiple contests of a particular type that may be run in connection with a program), but must relate to an actual contest. The rules must include, at a minimum, the name and contact information for the contest sponsor, any eligibility restrictions applicable to participants or winners (e.g., age, state of residence, etc.), a description of means of entry, a description of the prize(s), the method for awarding the prize(s), the date(s) the prize(s) will be awarded, a description of how the winners will be contacted and a method for obtaining a list of winners. The rules must be prominently located on the web site associated with the contest. c. The prize(s) must be age appropriate (e.g., contests open to 13 year olds should not include a trip to Las Vegas as a prize). d. A legal opinion must also be provided that describes how the contest qualifies as a game of skill and how all elements of chance have been excluded from the contest. 2) Sweepstakes – A sweepstakes is a promotional mechanism that includes a prize and a game of chance. A premium charge can be assessed to enter a sweepstakes subject to the following requirements. a. Any sweepstakes that is associated with a program must be approved in advance by VZW. This can be accomplished at the time a new program is submitted or by modifying an existing program to include a contest. b. Content provider/aggregator must submit a complete copy of the rules for the sweepstakes. The rules cannot be generic (e.g., covering multiple sweepstakes of a particular type that may be run in connection with a program), but must relate to an actual sweepstakes. The rules must include, at a minimum, the name and contact information for the sweepstakes sponsor, any eligibility restrictions applicable to participants or winners (e.g., age, state of residence, etc.), a description of means of entry, a description of the prize(s), the method for awarding the prize(s), the date(s) the prize(s) will be awarded, a description of how the winners will be contacted and a method for obtaining a list of winners. The rules must be prominently located on the web site associated with the sweepstakes. c. The prize(s) must be age appropriate (e.g., Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 68 of 165 © 2011 Mobile Marketing Association
  • 69. sweepstakes open to 13 year olds should not include a trip to Las Vegas as a prize). d. Any sweepstakes involving a premium charge must include an alternate free method of entry, such as a mail in or web entry option, and must prominently indicate that no purchase is necessary to enter or win. Any sweepstakes involving a premium charge must also provide entrants with something of tangible, commensurate value in exchange for the premium charge (e.g., ringtone, wallpaper, etc.). The premium charge to enter a sweepstakes cannot vary. *These guidelines supersede prior published guidelines Superseded by VZW-13 VZW - 3 Mobile Giving CTIA and its industry partners have created a task force to examine VZW-14 mobile charitable giving and to develop best practices for implementation and ongoing support. VZW expects that process to be quick and to address issues important to charities as well as to citizens who deserve to know their contributions are having the impact they intended. VZW will consider new requests to enable mobile giving programs once the industry adopts best practices. Peer to Peer Peer-to-peer programs enable person-to-person messaging where VZW-15 Communication message recipients, initially, have not opted-in to the program. These programs are sometimes referred to as word of mouth marketing or viral programs and are distinguished from other social networking programs, such as chat programs, where messages are sent only to those who have opted-in to the programs. Until the MMA establishes parameters for peer-to-peer programs that are acceptable to VZW, VZW will review such programs on a case-by- case basis and will only approve those programs if they are standard rate programs, the recipients of messages are able to determine who sent the messages and the recipients of messages are provided an acceptable measure of control over their receipt of messages. Superseded by <rule superseded> VZW-16 VZW - 01 Section Standard MMA Id VZW Best Practices – Additions to MMA Consumer Best VZW-17 Practice Guidelines – Dated November 9, 2007 Daily Pricing – VZW has instituted a maximum daily pricing cap of $0.32. New programs need to adhere to the new policy immediately. New programs that are submitted with daily pricing over $0.32 per day ($10 per month) will be returned by Business Development through the CAT tool. The Content Provider will need to revise the daily price point and message flow and resubmit the program. Legacy programs need to transition to this daily price cap by December 10, 2007. VZW Best Practices – Additions to MMA Consumer Best VZW-18 Practice Guidelines – Dated July 16, 2007 1) Keywords – If a Content Provider modifies the list of keywords Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 69 of 165 © 2011 Mobile Marketing Association
  • 70. (add or delete) for an existing program, they should submit the changes to Product Development. There is no need to clone the program. Product Development will update the CAT tool with the new keyword list. For new programs, the Content Provider should include a full list of keywords on Page 1 of the CAT tool application. Superseded by VZW –12 3) Monthly Subscription Pricing – VZW has instituted a maximum monthly subscription pricing cap of $10. New programs need to adhere to the new policy immediately. New programs that are submitted with subscription pricing over $10 will be returned by Business Development through the CAT tool. The Content Provider will need to revise the price point and message flow and resubmit the program. Legacy programs need to transition to this subscription price cap by September 27th 4) Customer Care – Content Providers should no longer put Toll Free Help number on the bill face descriptor. Aggregators need to update “Purchase Names” to exclude/remove Toll Free Help numbers on the VZW bill face by September 27th. 5) Request for 3rd party information - VZW will not accept any program that allows the user to increase their odds of winning by providing third party information, especially without the third party’s explicit consent. 6) Content Ratings – Content providers must provide a Content Rating with all new program submissions. The Content Ratings should adhere to the guidelines presented by VZW. Legacy programs must be rated by August 1, 2007. 7) Urgent Alerts - Alert notifications should not have an “Urgent” status unless they are critical breaking news. For example, a program notification for TV shows is not urgent. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 70 of 165 © 2011 Mobile Marketing Association
  • 71. VZW Examples Compliance Matrix Chart: Initial Opt In (First MT) VZW-EG-01 Subscription SMS Web Opt Advert- Billing Opt In In ising Reminder Standard WAP (pin message) Program Sponsor X X X X X Program Name/Description X X X X X Sponsor contact/Help X X X X X Price X X X X X Subscription Duration X X X X X X Opt-Out Instructions (VZW req. use of word "STOP") X X Billed to Wireless Bill or deducted from prepaid account X Msg&Data Rates May Apply x x Service availability on carrier by carrier basis X Renewal date X MTC - age x (where qualifier applicable) X = required Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 71 of 165 © 2011 Mobile Marketing Association
  • 72. Confirmation MT VZW-EG-02 *SMS Opt In *Web Opt In Confirmation Confirmation WAP Program Sponsor X X X Program Name/Descript ion X X X Sponsor contact/Help X X X Price X X X Subscription Duration X X X Opt-Out Instructions X X X Verizon Certification Certification process overview to be provided by VZW in future revision. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 72 of 165 © 2011 Mobile Marketing Association
  • 73. Verizon Audit Rule ID Category Name Description Severity 1 GENERAL CONDUCT The active program Compare the actual program to the matches the description program description in the PMP. You of the approved program do not need to be fully opted in to 3 complete this test ACTION: Review PMP details, text HELP to short code on phone & review site. 2 GENERAL CONDUCT Only approved programs Only approved (as described in PMP) offered to VZW programs offered to VZW subscribers subscribers. It is acceptable for a site to list programs other than the one you are testing as long as they are 3 approved (to confirm see View Programs - note that site may include programs for different codes as well, which is acceptable). ACTION: Check website. 3 GENERAL CONDUCT Website operational Website operational ACTION: Check 3 URL. 4 GENERAL CONDUCT Website does not Website does not misrepresent misrepresent VZW's VZW's participation in a program or participation in a misuses VZW logos (must be Verizon 3 program or misuses VZW Wireless not Verizon) ACTION: Check logos (must be Verizon website. Wireless not Verizon) 5 GENERAL CONDUCT There is customer care There is customer care contact info contact info on site or in that matches info in PMP ACTION: text that matches the Active test on phone (HELP), check 3 info in the approved website. program 6 GENERAL CONDUCT VZW is supported as a VZW is supported as a carrier carrier ACTION: Check website to see if VZW is listed as a supported carrier (with correct logo or not - if wrong logo 3 usage, fail under that question only). Send HELP and keyword to short code. 7 GENERAL CONDUCT Program is active Program is active. ACTION: Send HELP (for phone opt-in, send HELP 3 and keyword) to short code; check website. 8 GENERAL CONDUCT No error messages are No error messages are received; received; content content downloaded as expected. 3 downloaded as expected ACTION: Opt into program; check phone for content. 9 DOUBLE OPT-IN The information returned The information returned must not 3 must not refer to another refer to another short code ACTION: Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 73 of 165 © 2011 Mobile Marketing Association
  • 74. Rule ID Category Name Description Severity short code Check all MTs on phone, check website. 10 DOUBLE OPT-IN Premium rate services Premium rate services and all and all subscription subscription services must have a services must have a double opt-in before content delivery double opt-in before or premium billing event (web and 3 content delivery or phone may both be used) ACTION: premium billing event Send keyword to short code; check (web and phone may phone. both be used) 11 DOUBLE OPT-IN Short code services must Short code services must not be not be priced other than priced other than as stated in the as stated in the approved PMP ACTION: Send HELP and 3 program description keyword to short code; check website. 12 DOUBLE OPT-IN Short code services must Short code services must not use opt- not use opt-in/opt-out in/opt-out language that varies from language that varies from the approved program description. 3 the approved program ACTION: Active test on phone (HELP), description check website. 13 DOUBLE OPT-IN Double opt-in MT must Double opt-in MT must display: display: program sponsor program sponsor | contact details - | contact details- phone, phone, URL or HELP | program 3 URL or HELP | program name/description. ACTION: Send name/description keyword to short code; check double opt-in MT. 14 DOUBLE OPT-IN Double opt-in MT must Double opt-in MT must display price 3 display price ACTION: Check double opt-in MT. 15 DOUBLE OPT-IN Pricing must be Pricing must be presented in terms of presented in terms of "Daily" or "Monthly" (not weekly) "Daily" or "Monthly" (not amounts NOT TO EXCEED $10 3 weekly and NTE $10 monthly or $0.32 DAILY. ACTION: monthly or $0.32 DAILY) Active test on phone. 16 DOUBLE OPT-IN Opt-in message must Opt-in message must include include "Msg & DATA "Msg&Data Rates May Apply" RATES MAY APPLY" ACTION: Check double opt-in MT. As 3 of OCT 1,2009 "Msg&Data Rates May Apply" 17 DOUBLE OPT-IN Double opt-in process Double opt-in process must display must display notice that notice that charges will appear on charges will appear on their wireless bill, or be deducted their wireless bill, or be from the prepaid balance for web opt 3 deducted from the in only ACTION: Active test on web prepaid balance for web only opt in only Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 74 of 165 © 2011 Mobile Marketing Association
  • 75. Rule ID Category Name Description Severity 18 CONTESTS If the offering is a contest Contest = game of skill with a prize - - must be based upon not based on chance. Premium skill not chance, prize charge to enter is acceptable. If the must be something of offering is a contest than something 2 value other than of value must be offered to the unauthorized prizes such subscriber other than unauthorized as alcohol and tobacco. prizes such as alcohol and tobacco. ACTION: 19 WEB SIGN-UP Program description Program description accurate during accurate during any any interactions of opt-in process 3 interactions of opt-in ACTION: Check website. process 20 WEB SIGN-UP When entering phone When phone number or number or PIN/password, user is conspicuously PIN/password, user is informed that by entering code user 3 conspicuously informed is agreeing to T&Cs ACTION: Check that by entering code website. user is agreeing to T&Cs 21 WEB SIGN-UP Web based opt-in must Web based opt-in must specify specify charges, duration correct pricing, duration of of subscription details subscription details (daily or monthly 3 (daily or monthly only), only), opt-out details and info that opt-out details, charged offering will be charged to cell phone to cell phone bill ACTION: Check website. 22 WEB SIGN-UP Identity of program Identity of program sponsor must be sponsor must be clearly clearly stated during web opt-in 3 stated during web opt-in ACTION: Check website. 23 WEB SIGN-UP PIN/password entry on PIN/password entry on website must website must not require not require multiple attempts while multiple attempts while program is being advertised ACTION: 3 program is being Check website. advertised 24 WEB SIGN-UP Confirmation MT sent to Confirmation MT received & must user and must include: include all info: program sponsor | program sponsor | program name/description | contact program info/HELP |price | opt-out info| name/description | Msg&Data Rates May Apply| 3 contact info/HELP| price subscription duration (if applicable) | opt-out info ACTION: Check phone. |subscription duration (if applicable) 25 WEB SIGN-UP The PIN or "reply Yes" The PIN or "reply Yes" type text must type text must be listed be listed after the price. The PIN after the price. PIN message must include all info: message must include: program sponsor| program 3 program sponsor name/desc | contact info/HELP | |program name/desc | price | subscription duration (if contact info/HELP |price applicable) ACTION: Check phone. | subscription duration (if Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 75 of 165 © 2011 Mobile Marketing Association
  • 76. Rule ID Category Name Description Severity applicable) 26 PRIVACY No credit card or No credit card or financial financial information is information is required or requested required or requested for for PSMS 2 PSMS offerings offerings ACTION: Check phone and website. 27 HELP Services must provide BEFORE AND AFTER signing up for an help info to subscribers offering, services must provide help who send a text message info to subscribers who send a text containing the word HELP message containing the word HELP. If a service employs multiple keywords, 3 help should pertain to the service the subscriber has subscribed to or a menu should be presented ACTION: Send HELP to short code before and after opt-in 28 HELP HELP info must provide: HELP info must provide: sponsor sponsor name | contact name | contact info - phone and/or info - phone and/or URL| URL | program description | pricing program description terms | opt out info| Msg&Data |pricing terms | opt out Rates May Apply. If multiple info programs are running on the code 3 the subscriber can be directed to a web or wap site or a toll free number to obtain assistance as long as basic info such as pricing is in the help message. ACTION: Send HELP to short code after opt-in; check phone. 29 HELP HELP must be available HELP must be available from phone from phone contact contact number or website listed in 3 number or website listed HELP MT ACTION: Call number in HELP message provided, check website. 30 CHAT Chat service must not Chat service must not contain any contain any adult adult oriented chat/sex service unless 2 oriented chat/sex service it is rated M18+. ACTION: Active test unless it is rated M18+ on phone/website. 31 CHAT For matching services in For matching services in which match which match messages messages are billed at premium are billed at premium rates, an additional opt-in (beyond rates, an additional opt- the double opt-in) is required before 3 in (beyond the double match messages may be sent to the opt-in) is required before subscriber ACTION: Active test on match messages may be phone. sent to the subscriber Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 76 of 165 © 2011 Mobile Marketing Association
  • 77. Rule ID Category Name Description Severity 33 CHAT Chat members must have Chat members must have the ability the ability to block and to block and report participation by report participation by members who are abusive, members who are threatening, etc. (not applicable if abusive, threatening, the service is an expert service where 3 etc.- NOT APPLICABLE an operator is the only person the FOR EXPERT/OPERATOR customer interacts with - e.g. love SERVICES coach, fortune teller, etc.) ACTION: Check website. 34 CONTINUATION Following every $25 in Following every $25 in premium premium charges within charges within a single month of a single month of service, service, subscribers must renew their subscribers must renew opt-in before the service can their opt-in before the continue (MORE, CONTINUE and 3 service can continue other program keywords are considered affirmative responses) until a $100 monthly max is reached ACTION: Active test on phone. 35 CONTINUATION The continuation The continuation message must state message must state the the exact cumulative dollar amount exact cumulative dollar charged so far in the month of amount charged so far in service (it is not sufficient to state the 3 the month of service (it is number of messages only) ACTION: not sufficient to state the Check phone. number of messages only) 36 CONTINUATION HELP and STOP info HELP and STOP info must appear in must appear in the the continuation message ACTION: continuation message 3 Check continuation message on phone. 37 CONTINUATION If a subscriber has not If a subscriber has not performed an performed an opt-in opt-in renewal (paused status), no renewal (paused status), additional premium charges must be 3 no additional premium applied to the subscriber ACTION: charges must be applied Passive test on phone. to the subscriber 38 CHAT Matching services must Matching services must not send not send more than 2 more than 2 premium match premium match messages or 5 standard messages to 3 messages or 5 standard a subscriber within 24 hours ACTION: messages to a subscriber Active test on phone. within 24 hours 39 OPT-OUT A subscriber immediately A subscriber immediately terminates terminates a service and a service and all future messages all future messages from from the service by sending text the service by sending message containing the word STOP 2 text message containing (not case sensitive) ACTION: Send the word STOP (not case STOP to short code, check phone. sensitive) Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 77 of 165 © 2011 Mobile Marketing Association
  • 78. Rule ID Category Name Description Severity 40 OPT-OUT Messages with STOP Messages with STOP followed by a followed by a space and space and non-keyword text (typical non-keyword text (typical of auto signatures) must not prevent 2 of auto signatures) must opt-out from occurring ACTION: Send not prevent opt-out from STOP plus non-keyword text to short occurring code; check phone 41 OPT-OUT Services must treat the Services must treat the following following words as words as identical to STOP: END, identical to STOP: END, CANCEL, UNSUBSCRIBE, QUIT 3 CANCEL, ACTION: Send END, CANCEL, UNSUBSCRIBE, QUIT UNSUBSCRIBE or QUIT to short code; check phone. 42 OPT-OUT A subscriber must A subscriber must immediately immediately terminate terminate ALL services associated ALL services associated with a short code when the word ALL with a short code when follows STOP (or a STOP alternative 3 the word ALL follows word) ACTION: Active phone test STOP (or a STOP (STOP ALL, END ALL, QUIT ALL, alternative word) UNSUBSCRIBE ALL). 43 OPT-OUT If a service employs If a service employs multiple multiple keywords, STOP keywords, texting STOP must result in must pertain to the stopping either the subscriber's most subscriber's most recently used service or all services recently used service, all subscribed to on that code. 2 services, or a menu must Alternatively, a menu may be be presented presented listing subscribed to service so user may select which to cancel. ACTION: Active phone test (STOP keyword). 44 OPT-OUT The service must send a The service must send a STOP STOP acknowledgement acknowledgement message to the message to the subscriber indicating the specific 2 subscriber indicating the service that has been stopped specific service that has ACTION: Check phone. been stopped 45 OPT-OUT User must not receive User must not receive premium rate premium rate messages messages after opt-out confirmation 2 after opt-out ACTION: Passive monitoring on phone. 58 CONTINUATION At the time of At the time of subscription renewal subscription renewal (but (but at least once per month), a at least once per month), renewal message must be sent to the a renewal message must subscriber (may be included in 2 be sent to the subscriber program-specific messaging, but must coincide with the subscription anniversary) 59 CONTINUATION The periodic reminder The periodic reminder must identify must identify the the program name, short description 3 program sponsor of program, pricing, billing frequency Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 78 of 165 © 2011 Mobile Marketing Association
  • 79. Rule ID Category Name Description Severity of content, opt-out and help/contact info 60 BILLING The periodic reminder The periodic reminder must state must state that the that the service is a recurring service is a recurring subscription. ACTION: Passive subscription. monitoring on phone (you must receive a text message at the end of 3 the subscription period that asks if you want to renew & that states that the service is a recurring subscription) 61 BILLING The periodic reminder The periodic reminder must indicate must indicate the billing the billing interval and fee structure 3 interval and fee structure ACTION: Passive monitoring on phone. 62 BILLING The periodic reminder The periodic reminder must provide must provide opt-out opt-out instructions ACTION: Passive 3 instructions monitoring on phone. 63 BILLING Billing intervals must not Billing intervals must not exceed one exceed one month (only month (only daily and monthly daily and monthly intervals are permitted) ACTION: 3 intervals are permitted) Active test on phone (HELP), check website. 64 BILLING There is no minimum There is no minimum period for any period for any subscription service (subscriptions subscription service may be canceled at any time), pro- 3 (subscriptions may be ration not required. ACTION: Passive canceled at any time), monitoring on phone; website check; pro-ration not required. monthly statement check 65 BILLING Charges on bill must Charges on bill must match bill face in match bill face PMP. Support numbers must not be description for approved listed on bill face. ACTION: Verify on 3 program. Support billing statement the following numbers must not be month. listed on bill face. 66 BILLING Charges must be listed Charges must be listed separately for separately for each each transaction that content was transaction that content successfully delivered ACTION: Verify 3 was successfully on billing statement the following delivered month. 67 BILLING There must be no There must be no charges for content charges for content that that is not delivered ACTION: Verify 2 is not delivered on billing statement the following month. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 79 of 165 © 2011 Mobile Marketing Association
  • 80. Rule ID Category Name Description Severity 68 BILLING There must be no There must be no premium charges premium charges for for administrative type messages administrative type such as setting up a subscriber 2 messages such as setting profile, help or opt out ACTION: up a subscriber profile, Verify on billing statement the help or opt out following month 69 BILLING There must be no There must be no premium charge premium charge for opt- for opt-out acknowledgement 2 out acknowledgement message ACTION: Verify on billing message statement the following month. 70 BILLING The program is exempt The program is exempt from double from double opt in opt in requirements (PASS MEANS requirements (PASS PROGRAM IS EXPEMPT FROM 3 MEANS PROGRAM IS DOUBLE OPT IN). ACTION: EXPEMPT FROM DOUBLE OPT IN) 86 GENERAL CONDUCT Content Standards - Illegal Content 1 Illegal Content 87 GENERAL CONDUCT Content Standards - Inclusion of M18+ Content 2 Content Rating M18+ 88 GENERAL CONDUCT Content Standards - Non- Inclusion of other excluded content classification or inappropriate content or as detailed in Verizon Wireless’ General, 2 User Generated or Short-Code Messaging Content Guidelines 89 GENERAL CONDUCT Content Rating - Other Inaccurately rated C7+, T13+, or 3 YA17+ content. 92 GENERAL CONDUCT Confirmation MT sent to Confirmation MT received and must user and must include: include: program sponsor | program program sponsor | name/description | sponsor contact program info/help| price | opt-out info name/description | |subscription duration (if applicable) 3 sponsor contact ACTION: Check phone. info/help | price | opt- out info | subscription duration (if applicable) 99 GENERAL CONDUCT Missing Letter of Missing Letter of Assurance 2 Assurance 101 PRIVACY Mobile billing must only Mobile billing must only be used for be used for purchasing purchasing premium content for premium content for wireless devices. It must not be used wireless devices. It must for purchasing online goods or virtual not be used for goods (VZW does not allow 2 purchasing online goods micropayments) ACTION: Check or virtual goods (VZW website does not allow micropayments) Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 80 of 165 © 2011 Mobile Marketing Association
  • 81. Rule ID Category Name Description Severity 102 CONTINUATION If subscribed to multiple If customer is subscribed to multiple services, each service services, each service must provide 3 must provide its own its own renewal message renewal message 103 CONTINUATION A Reminder MT must be A Reminder MT must be sent to the sent to the participating participating subscriber's handset, 3- subscriber's handset, 3-5 5 days prior to Renewal message 2 days prior to renewal message 110 GENERAL CONDUCT Only approved Only programs that are approved can campaigns can be offered be offered to Verizon Wireless to Verizon Wireless subscribers. Opt-in must not be 3 subscribers enabled for programs that are NOT in Ready to Launch status. 113 GENERAL CONDUCT Repeat Offender VZW subscribers should not be able Campaign prevents new to opt-into Repeat Offender 2 VZW subscribers from campaigns. opt-in. 114 GENERAL CONDUCT IVR phone number is IVR phone number must be operational operational ACTION: Dial phone 3 number 46 ADVERTISING All ads and promos must All ads and promos must clearly state clearly state that a that a service is a recurring service is a recurring subscription and the subscription 3 subscription and the term must be clearly stated (daily or subscription term. monthly only). 47 ADVERTISING All ads and promos must All ads, and the approved website, provide a clear must provide a service description explanation of service(s) which clearly explains the product provided. being marketed (ex: You will receive ringtones, jokes, etc. to your phone). 3 Multiple services running on a single short code must be described separately with a clear delineation between said services. 48 ADVERTISING Advertising material Advertising material must not must neither misrepresent Verizon Wireless' misrepresent Verizon participation in a program. Wireless' participation in References to the company must be a program, nor use either "Verizon Wireless" or the 3 unauthorized references Verizon Wireless Logo. Examples of to the company. incorrect references include "Verizon" "VZW" or unauthorized logos. Supported Carriers must be fully disclosed. 49 ADVERTISING Mention that Std/other <Combined with Rule 50> charges may apply (New <deleted> language effective Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 81 of 165 © 2011 Mobile Marketing Association
  • 82. Rule ID Category Name Description Severity 1/1/2010: "Msg&Data Rates May Apply.") 50 ADVERTISING All required terms and The terms and conditions must conditions must be include pricing disclosures, clearly communicated to subscription disclosures, instructions the consumer. on how to opt-out of/cancel the program, get Help, describe the billing method description (charges 3 will appear on your wireless bill or be deducted from your prepaid balance on your cellphone account), billing frequency, and disclose that Msg&Data Rates May Apply. 51 <blank> <blank> <blank> <deleted> 52 ADVERTISING Opt-out info must be <Combined with Rule 50> clearly displayed in all ad, promo and help material; <deleted> the word "Stop" must appear in advertising and promo materials 53 ADVERTISING Services must not be A service cannot be promoted as Free presented as free if when premium fees are associated reasonable usage incurs with a subscription. If the word FREE 2 premium fees is used in promoting the service it must be accompanied by "WITH SUBSCRIPTION." 55 ADVERTISING Subscribers must be <Combined with Rule 50> informed that charges will appear on their <deleted> wireless bill, or be deducted from their prepaid balance 56 ADVERTISING Website/Advertising and Program advertising or its placement placement must not be should not be deceptive about deceptive about functionality, feature, or content of functions, features or the underlying program. Any content. premium charges associated with a premium program including whether charges are recurring and nature of the program, including type of content delivered to customer's 2 mobile device. This disclosure must be clear and conspicuous throughout all marketing materials including online, print, or TV advertisements, through out any internet sites associated with program, and through out opt in process. The CTA must not suggest that content is Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 82 of 165 © 2011 Mobile Marketing Association
  • 83. Rule ID Category Name Description Severity available, if no such content is available through the program. 57 ADVERTISING Ads must not imply that Offering or implying content, which is unapproved content will in violation of Verizon Wireless’ be available content standards, is prohibited. Prohibited content includes (but is 2 not limited to): non-age appropriate sexual images, violence, drug use, hate speech. 71 ADVERTISING The service must disclose Website must disclose if a chat is if human operators are peer-to-peer, group (community) employed to participate chat, or with "Chat professionals." in chat Bots must not be used in chats. This 2 does not apply to registration, administrative chats or match services. 72 <blank> <blank> <blank> <deleted> 73 <blank> <blank> <blank> <deleted> 74 ADVERTISING The ad must not include There must not be an alternative an option to purchase payment method for premium SMS premium content via services. No credit card, social 2 credit card. security number or other financial information may be requested from end user. 75 <blank> <blank> <blank> <deleted> 76 ADVERTISING T&Cs not pre-checked Consumer must indicate their acknowledgement of T&Cs by manual selection of the T&Cs. Okay to have 3 on the phone number entry page or the PIN page. 77 ADVERTISING Service availability on <Combined with Rule 48> carrier by carrier basis <deleted> must be fully disclosed 78 ADVERTISING MKTG TO CHILDREN: The The language used in ads clearly language used in ads communicates the program offer in a clearly communicates the manner likely to be understood by 3 program offer in a the manner likely to be target market Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 83 of 165 © 2011 Mobile Marketing Association
  • 84. Rule ID Category Name Description Severity understood by the target market 79 ADVERTISING MKTG TO CHILDREN: All All ads, when applicable, disclose ads, when applicable, clearly in the audio and visual that disclose clearly in the the program incurs a premium audio and visual that the charge, the actual charge, and the program incurs a fact that standard messaging fees 3 premium charge, the also apply actual charge, and the fact that standard messaging fees also apply 80 ADVERTISING MKTG TO CHILDREN: The The term “Free” is used only when no term “Free” is used only fees are associated with the program. when no fees are 3 associated with the program. 81 ADVERTISING MKTG TO CHILDREN: All All ads disclose clearly in the audio ads disclose clearly in the and visual that the subscriber must audio and visual that the be age 18 or older or have a parent’s subscriber must be age permission to participate 3 18 or older or have a parent’s permission to participate 82 ADVERTISING MKTG TO CHILDREN: All All ads disclose clearly the ads disclose clearly the subscription term, billing interval, subscription term, billing and billing method (i.e., wireless interval, and billing phone bill or prepaid balance 3 method (i.e., wireless deduction). phone bill or prepaid balance deduction). 83 ADVERTISING MKTG TO CHILDREN: All All ads disclose clearly the method ads disclose clearly the for canceling the program and advise method for canceling the subscribers that they may cancel 3 program and advise anytime subscribers that they may cancel anytime 84 ADVERTISING MKTG TO CHILDREN: All All ads cite a resource, such as a ads cite a resource, such website or a toll-free number, where as a website or a toll-free users can reference the program 3 number, where users can T&Cs reference the program T&Cs Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 84 of 165 © 2011 Mobile Marketing Association
  • 85. Rule ID Category Name Description Severity 85 ADVERTISING MIN/PIN entry pages MIN/PIN entry is only allowable on must be provided/hosted pages directly provided/hosted by by content provider, and the Content Provider. Iframes are represent only the acceptable, when the URL has been 2 program for which the listed in the approved program. consumer is requesting Affiliates and other third parties may, to purchase. in no way, alter the MIN/PIN entry page. 104 ADVERTISING The pricing and billing The MIN/PIN entry page should disclosure must be at include at least one pricing and billing least 12pt font and be disclosure of 12pt/16px/1em font or within a 125-pixel range larger within 125 pixels of the of the MIN/PIN entry MIN/PIN Entry page. field with no other text in 2 between except text related to pricing. No marketing. No cross-sell or up-sell. Nothing distractive from pricing. 105 ADVERTISING The pricing and billing The MIN/PIN entry page should disclosure closest to the include at least one pricing and billing MIN/PIN entry field must disclosure with a minimum color 2 have a minimum contrast contrast value of 125 (using the WC3 of 125. brightness formula). 106 ADVERTISING The pricing and billing disclosure placement <Combined with Rule 104> must be within 125 pixels <deleted> above or below or to the right or left of the CTA (MIN/PIN submit fields). 107 ADVERTISING Price points must be Pricing must be in numerical format published in numerical with a $ sign. (Example $9.99) 2 format with a $ sign. (Example $9.99, $.99) 108 ADVERTISING The Substitute program disclosure must be no Substitute program disclosure must 2 further than 20 pixels be no further than 20 pixels from from Primary Offer. Primary offer description. 109 ADVERTISING The substitute program disclosure font must be Substitute program disclosure must 2 no less than 50% of the be no smaller than one half the font Primary offer font size. size of the Primary offer description. 110 ADVERTISING Only approved CTA must not suggest that content, campaigns can be offered such as ringtones or sports ringtones to Verizon Wireless are available to Verizon Wireless, if subscribers. no such content is available through 3 approved program. Must state games are not offered to Verizon Wireless customers. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 85 of 165 © 2011 Mobile Marketing Association
  • 86. Rule ID Category Name Description Severity 111 ADVERTISING The summary or full text of the terms and The top 3 lines of the Terms and conditions must be Conditions must be visible above the displayed with a fold, using a monitor resolution of 2 minimum of three lines 1024x768, with minimum chrome. A of text above the fold on hyperlink to T&Cs is not acceptable. the MIN/PIN page. 112 ADVERTISING Content may not be A program may not during opt-in advertised using "Stacked process redirect to another MIN or Marketing" techniques. provide additional keywords that 2 lead to other premium content other than the one subscribed. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 86 of 165 © 2011 Mobile Marketing Association
  • 87. Sprint/Nextel Provisioning Supported Campaign Matrix Sprint Nextel Boost SMS Content - Ringer, All Aggregators Only specific aggregators Not supported Screensaver, Games who have been certified for downloadable binary delivery via Motorola Video downloads All Aggregators - file Not supported at this time Not supported at this limitations less than 200kb time Video Streaming Not supported at this time Not supported at this time Not supported at this time Chat All Aggregators All Aggregators All Aggregators Alert All Aggregators All Aggregators All Aggregators Vote All Aggregators All Aggregators All Aggregators Info All Aggregators All Aggregators All Aggregators MMS Only specific aggregators Not supported at this time Not supported at this who have been certified for time MMS connectivity thru PMG WAP Aggregators if MDN is Not supported at this time Not supported at this customer provided and not time passed by carrier systems otherwise only Bango - due to encryption libraries & secure MDN exposure to approved CPs. IVR Abbreviated Dialing Codes - Not supported at this time Not supported at this thru Verisign with time SingleTouch Full Track Trialing soon Not supported at this time Not supported at this Downloads time Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 87 of 165 © 2011 Mobile Marketing Association
  • 88. Section Standard MMA Id Short Code New short code campaigns – Sprint, Nextel &/or Boost: SPR-21 Enablement Process  All new campaigns must have formal, complete program brief for review.  Identify if the intent of the campaign is political or controversial in nature.  WAP is not a currently supported functionality for any new or existing short code campaigns. Sprint is in a trial with 1 aggregator only. If/when this changes Sprint will advise.  Website and print collateral should be validated by the aggregator to be MMA compliant prior to submission. Sprint Nextel Boost logos should not be included on websites prior to approval of the campaign  Opt in use case needs to be specific – if keyword – define what the keyword(s) are, if website opt in, identify the website within the use case.  Submission of a campaign to Sprint Nextel does not constitute or guarantee approval of the campaign. Additional campaigns on existing short codes - Sprint, Nextel &/or Boost: All campaigns must have formal, complete program brief for review. Email changes using the template identifying the additional attributes to be included with the brief. Migrations – Sprint, Nextel &/or Boost SPR-22 Requests to migrate a short code from 1 aggregator to another require: 1) transfer letter from the content provider. 2) Sprint will expire the current campaign and communicate expiration date to current aggregator 3) Sprint will provide start date to the new aggregator. 4) Upon receipt of start date, new aggregator should process as NEW campaign submission. Sprint is not responsible to ensure the New aggregator has completed their submission process prior to provisioning cycle deadline. The short code will remain with the Current aggregator until the New aggregator has met all submission requirements. CSCA deactivations – Sprint, Nextel &/or Boost  Sprint receives weekly notification of short codes which have not been renewed at www.usshortcodes.com  Sprint will notify the aggregator partner of the intent to expire the short code on Sprint Nextel Boost networks and provide a renew by date.  Sprint will check CSCA the day after the renew by date. If paid, we will remove the short code from the expiration file, if not paid, the short code will be submitted to Sprint Nextel Boost networks for termination from the network during network CMC event.  If the short code is allowed to expire, proof of payment is Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 88 of 165 © 2011 Mobile Marketing Association
  • 89. Section Standard MMA Id required prior to submission as NEW short code campaign within standard provisioning cycle timelines. Sprint/Nextel Certification Sprint/Nextel does not require certification for off-deck programs. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 89 of 165 © 2011 Mobile Marketing Association
  • 90. Sprint/Nextel Audit Section Standard MMA Id Compliance MMA Consumer Best Practices compliance is the expectation for all SPR-23 Reporting and short code campaigns. Non-compliant short code campaigns should Audits expect consequences up to and including termination from Sprint Nextel Boost networks. Areas of compliance monitoring:  Collateral  Industry  MDN Recycling  Messaging errors destined to invalid or blocked Sprint MDN’s >25% failure rate  Billing errors destined to invalid or blocked Sprint MDN’s >25% failure rate  Billing/refund incidents Campaign SPR-24 Violations Content Policy All Campaigns follow MMA CBP guidelines and Code of Content. The SPR-25 following are additional Content Policy guidelines that Sprint enforces for 3rd Party Mobile Marketing campaigns: PORNOGRAPHY AND OBSCENITY: Pornography and Obscenity: We do not allow images and video content that contains nudity, sexually graphic material, or material that is otherwise deemed explicit by Sprint. Pedophilia, Incest and Bestiality: Users may not publish written, image or video content that promotes pedophilia, incest and bestiality. Commercial Pornography: We do not allow content that exists for the primary purpose of monetizing porn content or driving traffic to a monetized pornography site. Child Pornography: Sprint has a zero-tolerance policy against child pornography, and we will terminate and report to the appropriate authorities any aggregator who attempts to publish or distribute child pornography. HATEFUL CONTENT: Users may not publish material that promotes hate toward groups based on race or ethnic origin, religion, disability, gender, age, veteran status, and sexual orientation/gender identity. VIOLENT CONTENT: Users may not publish direct threats of violence against any person or group of people. COPYRIGHT: It is Sprint's policy to respond to clear notices of alleged copyright infringement. PRIVATE AND CONFIDENTIAL INFORMATION: Sprint does not allow the unauthorized publishing of people's private and confidential information, such as credit card numbers, Social Security Numbers, and driver's and other license numbers. IMPERSONATION: Sprint does not allow impersonation of others through our services in a manner that is intended to or does mislead or confuse others. UNLAWFUL USE OF SERVICES: Sprint's products and services should not be used for unlawful purposes or for promotion of dangerous and illegal activities. Your campaign will be terminated and you will be Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 90 of 165 © 2011 Mobile Marketing Association
  • 91. Section Standard MMA Id reported to the appropriate authorities. SPAM, MALICIOUS CODES AND VIRUSES: Sprint does not allow spamming or transmitting malware and viruses. MDN Recycling Three areas will continue to be the areas of focus and require written SPR-26 Enforcement explanation: Repeat violations to the same MDN (day after day) Per Day – double digit violations for one MDN Multiple MDN occurrences (non voting campaigns) – mid-high double-digit per day, per content provider, per aggregator range Compliance Compliance Monitoring and Enforcement on the Sprint Network SPR-27 Monitoring and Enforcement on the Sprint Network As an integral part of initial program approval, before launch of a SPR-28 short code on its network, Sprint requires the aggregator to submit to support@psmsindustrymonitor.com a dedicated email address operated by the content provider to receive communications from the Sprint Compliance Team regarding, for example, login credentials. The content provider’s email address must be live 24/7, and any changes to that email address must be provided to support@psmsindustrymonitor.com at least 30 days before taking effect. This address must originate from a domain name registered to the content provider; free email services such as Gmail or Yahoo are unacceptable. The addresses support@psmsindustrymonitor.com and compliance@psmsindustrymonitor.com must be white listed. Compliance Compliance Monitoring Process SPR-29 Monitoring Every week, the Sprint Compliance Team evaluates programs Process operating on the Sprint network against audit standards published as the:  Sprint In-Market Short code Violations and Actions Required,  Sprint Standard Rate Short code Violations and Actions Required,  Sprint WAP Billing Violations and Actions Required,  Sprint Message Flow Short code Violations and Actions Required, and  Sprint Standard Rate Message Flow Short code Violations and Actions Required lists. Known collectively as the Sprint audit standards, these lists appear in appendices A through E. Appendix F contains a sample compliant message flow and approved abbreviations for use in SMS messages. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 91 of 165 © 2011 Mobile Marketing Association
  • 92. Section Standard MMA Id The violations and actions required on the Sprint In-Market Short code SPR-30 Violations and Actions Required and the Sprint Standard Rate Short code Violations and Actions Required lists apply to landing pages, defined as Web pages having a text-in command or MIN-entry field. All required disclosures, as captured in these lists in the appendices, must appear on these pages along with the primary call-to-action. Sprint also requires jump pages with a PSMS call-to-action or quiz environment resulting in a PSMS offer to include all of the required disclosures on every page served to the customer. Moreover, the disclosures must appear in print, TV, and radio ads as well as on WAP sites and other sources of PSMS calls-to-action. The violations and actions required on the Sprint WAP Billing Violations and Actions Required list applies to the page in the WAP Billing application with the “Pay on my phone bill” button. The violations and actions required on the Sprint Message Flow Short code Violations and Actions Required and Sprint Standard Rate Message Flow Short code Violations and Actions Required lists apply to five SMS message types: PIN/Opt-In, Confirmation, Help, Renewal, and Opt-Out. Violations, with their actions required, are organized in all the Sprint audit standards in five categories: Program, Pricing, Subscription, T&Cs, Charges and Billing. Elements within program advertising creative and related message flows that violate these standards are classified as Severity 1, Severity 2, or Severity 3, based on the seriousness of the infraction, with Severity 1 the most egregious. Each short code associated with these advertisements and message flows is then grouped by media type (e.g., online, print, TV) and designated either “Pass” or “Fail,” with failures assigned the highest severity level as reflected in the audit. Compliance monitoring is ongoing, throughout 52 weeks of the year. Consequently, noncompliant advertisements intercepted in market at any time result in the related short code being cited, even if a previously open audit on that short code has just been closed. The descriptor “closed audit” simply means that the message flow or the advertisement or advertisements on that audit have been brought into compliance or are no longer in market; nevertheless, all violations cited on that audit still incur the prescribed penalty (e.g., loss of revenue share). The Sprint audit standards are updated regularly, and before the revisions take effect, the lists are distributed to the aggregators and content providers whose programs operate through the Sprint gateway. These updates are released at least 30 days before implementation. Please note that in some instances, and depending on the severity and risk level, immediate compliance might be mandated. Program Violation Notices To help content providers manage and correct violations cited on their advertising creative, Sprint distributes color-coded Program Violation Notices, or failure forms, each week. At the top of a failure form for an advertising audit is a unique audit number and the short code, Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 92 of 165 © 2011 Mobile Marketing Association
  • 93. Section Standard MMA Id content provider, aggregator, number of total interceptions, and number of total unique interceptions as well as the notice date and the cure date. A red failure form indicates that the most serious violations committed on that short code are categorized as Severity 1. An orange failure form indicates that the most serious violations on the short code are categorized as Severity 2. And, a yellow failure form indicates all violations on the short code are categorized as Severity 3. Content providers and aggregators should consult the failure form for a complete list of violations committed on that short code and to learn what to do to bring the advertising into compliance with Sprint audit standards and Mobile Marketing Association (MMA) Consumer Best Practices (CBP). Below the list of violations and actions required are thumbnail images of each unique piece of advertising creative on that short code captured during the review period. For convenience, unique creative are organized and numbered in Groups with their duplicates. Therefore, the number of unique creative will correspond directly with the number of groups. Clicking on any thumbnail allows the user to view an itemized list of the specific violations on that individual unique creative and related duplicates, with severity levels and actions required to correct the violations. Clicking on the thumbnail just above the itemized list takes the user to a full-size screenshot or video clip of the creative as it appeared in market on the capture date. For online advertisements, the Intercept Location link leads to the actual Web site where the creative was intercepted. The URLs below the itemized list lead to related duplicate creative. In the event that the unique creative is an affiliate marketer's advertisement, the URLs titled “Page Links To” lead to the content provider’s advertisements to which the affiliate advertisement is related. Message flow failure forms are similar to advertising failure forms, with an image of the advertisement from which the flow was generated followed by the messages subject to audit. The user can access the related advertisement by clicking on this image and following the link. Below each message in the flow is an itemized list of the violations committed in that message with corresponding severity levels and actions required to correct the violations. Accessing Program Violation Notices Where WMC Global detects violations of the Sprint audit standards, both the content provider and the relevant aggregator receive a compliance notification via email containing a URL link or links to their Program Violation Notices. Although the PSMS Industry Monitor ticketing system sends URLs directly to content providers, all aggregators still retain responsibility for working with the content providers they manage to resolve violations. Aggregators can log into the PSMS Industry Monitor In-Market Monitoring Portal (IMM Portal) directly and view all violations on short codes associated with the content providers they manage. Content providers also can log into the IMM Portal but only to view their own Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 93 of 165 © 2011 Mobile Marketing Association
  • 94. Section Standard MMA Id audit information. They access the details of their short code violations by clicking the URL link or links in the compliance notification email, entering their unique username and password when prompted, and clicking on the appropriate thumbnail images and links in the violation notice, which will take them to the relevant section of the portal or to the Internet. Both aggregators and content providers can access the IMM Portal at http://www1.psmsindustrymonitor.com/user/login. Content provider and aggregator staff who misplace their credentials or experience technical difficulties may reset their login credentials at http://www1.psmsindustrymonitor.com/user/requestReset or contact support@psmsindustrymonitor.com for assistance. Enforcement Enforcement Process SPR-31 Process The term enforcement simply refers to the process by which the Sprint Compliance Team works with aggregators and content providers to help them resolve outstanding audits by the noted cure date. Within 48 hours of issue of a Program Violation Notice, the aggregator SPR-32 or content provider must confirm via the Sprint compliance email address (compliance@psmsindustrymonitor.com) that all violations have been resolved. Q&A Process Q&A Process SPR-33 On receipt of a Program Violation Notice, or failure form, content providers who have questions should read this “Compliance Monitoring and Enforcement on the Sprint Network” document thoroughly; the answers, in most cases, will be found here. They can also refer to Appendix G, which contains an advertisement for ringtones, wallpapers, videos, and games that complies with all Sprint audit standards, including displaying pricing and subscription disclosure adjacent to the cell-submit field. In the unlikely event that uncertainty remains, good faith questions may be submitted to compliance@psmsindustrymonitor.com by replying to the ticket. The reply, which must preserve the ticket subject field, should pose specific questions or outline issues relating to the cited violations (noting failure form number and short code). Aggregators and content providers should appreciate that Q&A is a courtesy extended to them solely for the purpose of entertaining good faith questions and helping them understand how they may bring their advertising into compliance. The PSMS Industry Monitor ticketing system and support email are not a venue for arguing about the MMA CBP or Sprint audit standards or for winding down the clock. Therefore, users of the ticketing system should refrain from pasting sections of the MMA CBP into, or attaching documents to, email. The Sprint Compliance Team responds to content provider concerns SPR-34 based strictly on the published actions that Sprint requires to correct any given published violation. The Compliance Team is unable to address creative design issues, for example, or offer advice on how to lay out a Web page so it would meet requirements for placement of critical information such as pricing and subscription disclosure. Nor will the carrier or the Team review and approve revised advertising creative. Asking about the number or status of a content provider’s Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 94 of 165 © 2011 Mobile Marketing Association
  • 95. Section Standard MMA Id violations monthly count also is inappropriate; therefore, questions of this nature will not be addressed. As often as not, careful reading of this entire document, including the relevant Sprint audit standards in the appendices, should suffice. The Compliance Team responds promptly to all Q&A messages. SPR-35 Generally, except in extreme circumstances, no extension is given on time to bring failed creative into compliance, regardless of Q&A status. Retests Retests SPR-15.5 Responsibility for advising the Sprint Compliance Team when either the requisite changes have been made or the offending advertisement or message flow has been removed from market resides with the content provider. After 48 hours have passed and the Compliance Team has received no such advice, one proactive retest is performed on the advertisement or message flow. If all advertisements or messages on a failure form have been brought into compliance on or before the designated cure date, the Sprint Compliance Team closes the audit and updates the audit status from Open to Closed in the IMM Portal. If the Compliance Team fails to receive confirmation, regardless of cause, and the content provider fails to take the actions required, the short code is subject to further action—up to and including loss of revenue share and de-provisioning from the Sprint network. In this case, the audit status is changed to Escalated. In the case of TV or print advertisements with longer production cycles, content providers may submit a retest request for a future release date. Or content providers who have been unsuccessful in their attempts to correct their other types of advertising or there message flows might require an additional retest or retests. Retest requests must be made in good faith, with a clear explanation of the changes implemented. Audits at this status are categorized as Pending Retest. Depending on the results of this retest, the audit status is updated to Closed or Retest Failed. Audits that remain in the Retest Failed state beyond the cure date will be reported along with Escalated audits for carrier action. Appeals Process Appeals Process SPR-36 Content providers who feel they have a legitimate claim may challenge an audit by responding appropriately to compliance@psmsindustrymonitor.com within 48 hours of receiving a Program Violation Notice. The email message should state explicitly why the content provider deems the audit incorrect and should include proof to validate this claim. Appeals must be directed at the application of violations to the specific audit in question; the legitimacy of the audit standards themselves is not open for debate. Although content providers are encouraged to include all details relevant to the appeal, this presentation should be a straightforward account of the facts with evidence. A multiple-page thesis is not the appropriate format in which to couch an appeal. The Sprint Compliance Team assumes primary responsibility for handling appeals as it does for compliance monitoring, enforcement, and Q&A. When necessary, the Team engages Sprint management personnel to resolve issues, but explanations the Team provides govern the appeals process. The outcome of the appeals process will Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 95 of 165 © 2011 Mobile Marketing Association
  • 96. Section Standard MMA Id be validated on a per-creative basis at Sprint’s discretion. The descriptor “appeal valid” indicates that Sprint deems the content provider’s claim legitimate and that the relevant violation or violations are removed from the audit and, therefore, the month end count. “Appeal denied” indicates that Sprint has rejected the claim as unsubstantiated and that the prescribed penalty applies. Content providers who are dissatisfied with the outcome of their appeal may choose to take their claim directly to Sprint via their aggregator. The aggregator should use the appropriate form to raise audit-appeal issues with a Sprint representative, presenting it within seven days of the appeal denial. Penalties Penalties SPR-37 For purposes of determining penalties involving revenue share, at the end of every calendar month, the Sprint Compliance Team counts and categorizes all failed creative intercepted during that month. The Compliance Team reviews individually the screenshot of every piece of creative that failed an audit, assessing it subjectively and grouping it by visual similarities with other failed creative. In this way, multiple similar creative, necessarily cited for the same violations, are categorized as one failure even when their URLs might differ. This categorization produces results similar to the groups of duplicates that appear on failure forms, except the revenue share penalty is assessed over the entire month rather than weekly. For this calculation, message flows contain up to five distinct groups, one for each message type. A running tally of violations is kept for a given short code while reviewing relevant creative across all severity levels. Please note that Sprint neither considers nor accepts violation counts that aggregators suggest. In other words, Sprint determines all violation counts, which the carrier considers final. Compliance Compliance Timelines and Accountability SPR-21 Timelines and The Sprint audit standards express the violations encountered in Accountability advertising creative, message flows, WAP billing applications, and other sources of PSMS calls-to-action and among short codes operating through the Sprint gateway. These violations, which contravene Sprint policies and MMA CBP, are assigned a severity level—1, 2, or 3—corresponding to the seriousness of the violation. Each violation is also associated with an action that Sprint requires for the advertising campaign’s continued operation. Sprint expects content providers to respond to Program Violation Notices promptly:  Violations pertaining to adult content (Severity 1) must be resolved immediately on notification from Sprint. Content providers must remove from the Sprint network, without delay, creative that advertises adult content or implies availability of adult content for download to the mobile handset or to any other device or equipment.  All other Severity 1 violations as well as Severity 2 and Severity 3 violations must be resolved within 48 hours of distribution of URLs to Program Violation Notices to the aggregators and content providers. Content providers must take the specific actions required that are associated with their violations listed on the Program Violation Notices. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 96 of 165 © 2011 Mobile Marketing Association
  • 97. Section Standard MMA Id Please note that in the case of online advertisements these violations SPR-22 and actions required apply to all forms of jump and quiz pages as well as to traditional landing pages. Moreover, although content providers need not own or manage the pages representing their offers, they nevertheless assume full responsibility for ensuring that their affiliate partners market their offers in a manner consistent with these documented standards. A content provider’s failure to comply promptly and completely with SPR-23 Program Violation Notices will result in Sprint’s swift action against both aggregator and content provider. Sprint reviews all open tickets weekly, including tickets at the Escalated and Retest Failed statuses. Failure to take corrective action within 48 hours of final notice from Sprint will result in short code suspension. Suspended short codes will remain suspended until all overdue tickets are brought into compliance. Consequences of repeated noncompliance include the following:  Aggregators will face financial penalties for failure to manage their content providers within these documented standards.  Content providers’ noncompliance with the action required for any violation, regardless of severity level, will result in suspension of approval for new programs until the violating program is brought into compliance.  Content providers’ repeated noncompliance, or even obvious efforts to skirt the spirit of these documented standards, might result in temporary or permanent suspension of the short codes in question. Sprint monitors creative in market, and this document is updated SPR-24 regularly to address new violations as soon as they arise. With each update, the carrier expects content providers to ensure that all of their creative, current in addition to new, meets the most recent standards. In the absence of content provider action, aggregators, ultimately, assume full responsibility for resolving all compliance issues. Please keep in mind that . . . SPR-25  Landing pages must identify the content provider (by short code) and the service provider; display the pricing and subscription disclosure, when applicable, in the main offer; and spell out the offer terms and conditions, including billing method, other charges, and opt-out information. In addition, landing pages must comply fully with all other Sprint policies and MMA CBP.  A jump page is defined as any advertisement that “jumps” a customer between offers for programs on more than one short code. Jump pages often are controlled by affiliate marketers but also might jump between different short codes belonging to the same content provider. Examples of jump pages include traditional “Select-your-carrier” button bars or dropdown menus as well as MIN-entry “host ‘n’ post” pages that direct customers to different PIN-entry pages based on handset information. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 97 of 165 © 2011 Mobile Marketing Association
  • 98. Section Standard MMA Id  Jump pages may not serve as a collection site for phone numbers and PINs; this information may be entered only on landing pages controlled by content providers themselves.  Select-your-carrier jump pages containing information in addition to carrier logos must comply fully with Sprint policies and MMA CBP.  Use of the term free is prohibited in advertising creative for PSMS offers, and Sprint will continue to cite this violation vigorously. The only exceptions include Free as a proper noun—such as in song titles (e.g., “Free Bird,” “Love Is Free”) and artist names (Free, Free the Robots, Sugar Free)— free in common expressions (e.g., hassle-free, toll-free, sugar-free), and other similar usage that clearly does not imply the customer will receive something without charge. The term free in gibberish text also is prohibited.  The “cell-submit field” in PSMS advertisements is the box designated for entry of the customer’s mobile phone number; it is not the Submit button that the customer must click after entering his or her phone number in the cell-submit field. The action required “Display pricing [or subscription disclosure] within one line break of the cell-submit field” means the pricing and subscription disclosure (e.g., $9.99/month) must appear immediately adjacent to (i.e., above or below) the cell-submit field and must not be displayed in a graphic, such as a starburst or bubble. One line break refers to one physical line break the point size of the pricing and subscription disclosure rather than to an HTML line break. In other words, the space between the pricing and subscription disclosure and the cell- submit field should be insufficient in which to display another line of text. See appendix E for an example of an advertisement in which pricing and subscription disclosure are displayed adjacent to the cell-submit field.  The descriptor “stacked marketing,” a deceptive form of advertising, refers to cross-selling of several PSMS promotions from the same or different sponsors, sometimes on multiple different short codes, within the same online user flow, whereby a customer is shown a series of offers in close succession, often with his or her mobile phone number pre- populated in subsequent pages. A Web site’s initial pitch might solicit the customer’s number by offering “free” MP3s or ringtones, then cycle the customer through the series of offers before he or she can claim the free content.  Screenshots are taken on a screen size of 1024x768 pixels using the default configuration on a major Web browser, including Internet Explorer, Safari, Firefox, and Chrome.  The PSMS offer and all terms and conditions must be clear and visible using only the default browser scroll bar. Disclosures may not be truncated or obscured by frames or secondary scroll boxes, and the terms and conditions may not be contained within a scroll-box. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 98 of 165 © 2011 Mobile Marketing Association
  • 99. Appendix A: In-Market Short code Violations & Actions Required Sprint In-Market Short code Violations and Actions Required Violations Severity Actions Required Program Contains illicit, violent, or adult 1 Remove illicit, violent, or adult content content Implies illicit, violent, or adult 1 Remove implication that illicit, violent, content will be available or adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Displays viewer data or hash code 1 Remove from advertisement information that identifies viewer User experience modified for select 1 Deliver compliant, functional user viewers in manner that subverts experience to all viewers monitoring Contains profanity 1 Remove profanity Contains reference to abuse of 1 Remove reference to abuse of any controlled substance (e.g., alcohol, controlled substance drugs, tobacco) Promotes alcohol consumption 1 Remove promotion for alcohol consumption No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Display product quantity in main offer Unclear product quantity for Sprint 1 Disclose actual product quantity for customers Sprint customers Substitute program details point size 1 Increase point size of Sprint program too small for Sprint customers details to at least 50% the size of primary offer description Substitute program for Sprint 1 Disclose Sprint program details in main customers not displayed adjacent to offer within 20 pixels of primary offer primary offer description description Substitute program for Sprint 1 Disclose Sprint program details in main customers hidden in T&Cs offer within 20 pixels of primary offer description Substitute program details point size 1 Increase point size of Nextel program too small for Nextel customers details to at least 50% the size of primary offer description Substitute program for Nextel 1 Disclose Nextel program details in main customers not displayed adjacent to offer within 20 pixels of primary offer primary offer description description Substitute program for Nextel 1 Disclose Nextel program details in main customers hidden in T&Cs offer within 20 pixels of primary offer description Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product 1 Display only actual product quantity quantity per subscription term (e.g., 15 ringtones/mo.) Product offering associated with 1 Remove offer from stacked marketing stacked marketing flow Customer mobile phone number pre- 1 Require customer to enter full phone Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 99 of 165 © 2011 Mobile Marketing Association
  • 100. populated or saved number for each offer Program sponsor not identified 1 Identify program sponsor by short code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Unclear keyword 1 Reconcile, among audio and video, all references to keyword Cell-submit function located on 1 Move cell-submit function to program affiliate-controlled (host ‗n‘ post) sponsor–controlled page page Preselected radio button or checkbox 1 Leave all radio buttons or checkboxes empty for customer action Product or service disclosure hidden 2 Disclose product or service in main in T&Cs offer Product quantity hidden in T&Cs 2 Display product quantity in main offer Pricing No pricing 1 Display program pricing in main offer No Sprint pricing 1 Display Sprint pricing in main offer No Nextel pricing 1 Display Nextel pricing in main offer Pricing point size too small 1 Increase pricing disclosure to at least 12-point font Pricing indistinguishable from 1 Alter color scheme to minimum color background color contrast value125 Pricing not displayed adjacent to cell- 1 Display pricing within 125 pixels of submit field [online] cell-submit field with no intervening text Pricing not displayed adjacent to cell- 1 Display pricing within one line break of submit field [mobile Web] cell-submit field Pricing hidden in T&Cs 1 Display program pricing in main offer Sprint pricing hidden in T&Cs 1 Display Sprint pricing in main offer Nextel pricing hidden in T&Cs 1 Display Nextel pricing in main offer Conflicting pricing 1 Display correct pricing Pricing illegible 1 Increase point size and alter color scheme to improve contrast Per-message pricing for chat 1 Migrate to unlimited monthly subscription Use of the term free 1 Remove the term free Carrier-specific pricing unspecified 1 Specify pricing for each carrier individually Unclear Sprint pricing 1 Specify Sprint pricing individually Unclear Nextel pricing 1 Specify Nextel pricing individually Incorrect pricing format 1 Display full pricing clearly as numerals with dollar sign (e.g., $9.99) Pricing disclosure and billing term 1 Display pricing disclosure and billing separated by intervening text term with no intervening text Sprint In-Market Short code Violations and Actions Required continued Violations Severity Actions Required Subscription No subscription disclosure 1 Display subscription disclosure in main offer Subscription disclosure not displayed 1 Display subscription disclosure within adjacent to cell-submit field [online] 125 pixels of cell-submit field with no intervening text Subscription disclosure not displayed 1 Display subscription disclosure within Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 100 of 165 © 2011 Mobile Marketing Association
  • 101. adjacent to cell-submit field [mobile one line break of cell-submit field Web] Subscription disclosure hidden in 1 Display subscription disclosure in main T&Cs offer Nextel subscription disclosure hidden 1 Display Nextel subscription disclosure in T&Cs in main offer No subscription term 1 Display subscription term in main offer Unclear subscription term 1 Reconcile, among main offer, CA, and T&Cs, all references to subscription term Subscription term not displayed 1 Display subscription term within 125 adjacent to cell-submit field [online] pixels of cell-submit field with no intervening text Subscription term not displayed 1 Display subscription term within one adjacent to cell-submit field [mobile line break of cell-submit field Web] Subscription term hidden in T&Cs 1 Display subscription term in main offer Weekly subscription 1 Migrate to monthly subscription immediately Daily subscription 1 Migrate to monthly subscription immediately T&Cs No account holder authorization 1 Display disclosure indicating all disclosure purchases must be authorized by account holder Account holder authorization 1 Display account holder authorization disclosure below fold disclosure above fold at screen resolution 1024x768 No privacy policy or link to privacy 1 Display privacy policy or link to privacy policy1 policy Scrolling T&Cs 1 Make T&Cs static Ad contained within invisible frame 1 Reveal scroll bar T&Cs contained in separate scroll- 1 Remove scroll from offer box No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ Unclear opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with ―Send‖ or ―Text‖ Charges and No customer cancellation disclosure 1 Disclose clearly that service charges Billing will automatically renew until customer cancels by sending STOP to short code No mention of billing method 3 Disclose billing method (i.e., charges will appear on customer's mobile phone bill or be deducted from his or her prepaid balance) Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 101 of 165 © 2011 Mobile Marketing Association
  • 102. Conflicting billing methods 3 Disclose correct billing method only No mention that message and data 3 Disclose that message and data rates rates may apply may apply Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 102 of 165 © 2011 Mobile Marketing Association
  • 103. Appendix B: Standard Rate Short code Violations and Actions Required Sprint Standard Rate Short code Violations and Actions Required* Violations Severity Actions Required Program Contains illicit, violent, or adult 1 Remove illicit, violent, or adult content content Implies illicit, violent, or adult 1 Remove implication that illicit, violent, content will be available or adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Displays viewer data or hash code 1 Remove from advertisement information that identifies viewer User experience modified for select 1 Deliver compliant, functional user viewers in manner that subverts experience to all viewers monitoring Contains profanity 1 Remove profanity Contains reference to abuse of 1 Remove reference to abuse of any controlled substance (e.g., alcohol, controlled substance drugs, tobacco) Promotes alcohol consumption 1 Remove promotion for alcohol consumption No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Disclose product quantity in main offer Unclear product quantity for Sprint 1 Disclose actual product quantity for customers Sprint customers Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product 1 Display only actual product quantity quantity per subscription term (e.g., 15 ringtones/mo.) Program sponsor not identified 1 Identify program sponsor by short code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Unclear keyword 1 Reconcile, among audio and video, all references to keyword Preselected radio button or checkbox 1 Leave all radio buttons or checkboxes empty for customer action Product or service disclosure hidden 2 Disclose product or service in main in T&Cs offer Product quantity hidden in T&Cs 2 Display product quantity in main offer Pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure in main offer Subscription disclosure not displayed 1 Display subscription disclosure within adjacent to cell-submit field one line break of cell-submit field Subscription disclosure hidden in 1 Display subscription disclosure in main T&Cs offer Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 103 of 165 © 2011 Mobile Marketing Association
  • 104. T&Cs No privacy policy or link to privacy 1 Display privacy policy or link to privacy policy policy No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ Unclear opt-out information 1 Associate opt-out command with short code and preface with ―Send‖ or ―Text‖ No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with ―Send‖ or ―Text‖ Charges and No mention that message and data 3 Disclose that message and data rates Billing rates may apply may apply *Sprint Standard Rate Short code Violations and Actions Required are effective immediately. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 104 of 165 © 2011 Mobile Marketing Association
  • 105. Appendix C: WAP Billing Violations and Actions Required Sprint WAP Billing Violations and Actions Required Violations Severity Actions Required Program Contains illicit, violent, or adult 1 Remove illicit, violent, or adult content content Implies illicit, violent, or adult content 1 Remove implication that illicit, will be available violent, or adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Contains profanity 1 Remove profanity Failure to place or format disclosures 1 Display and arrange all disclosures in main offer as prescribed2 in main offer in prescribed format No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Disclose product quantity in main offer Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Program sponsor not identified 1 Identify program sponsor by short Opt-In Screen code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Pricing No pricing 1 Display program pricing directly above “Buy”, “Purchase,” or Subscribe button Pricing point size too small 1 Increase pricing point size to at least 50% as large as CA point size No explicit “Buy”, “Purchase,” or 1 Display explicit “Buy,” “Purchase,” Subscribe button or “Subscribe” button Conflicting pricing 1 Display correct pricing Pricing illegible 1 Increase point size and alter color scheme to improve contrast Use of the term free 1 Remove the term free Pricing spelled out in main offer 1 Express pricing as numerals in main offer No pricing 1 Display program pricing directly above “Buy”, “Purchase,” or Subscribe button Pricing point size too small 1 Increase pricing point size to at least 50% as large as CA point size No explicit “Buy”, “Purchase,” or 1 Display explicit “Buy”, “Purchase,” Subscribe button or Subscribe button Subscription No subscription disclosure 1 Display subscription disclosure directly above “Buy”, “Purchase,” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 105 of 165 © 2011 Mobile Marketing Association
  • 106. or Subscribe button No subscription term 1 Display subscription term directly above “Buy”, “Purchase,” or Subscribe button Weekly subscription 1 Migrate to monthly subscription immediately Daily subscription 1 Migrate to monthly subscription immediately Unclear subscription term 1 Reconcile, among main offer, CA, and T&Cs, all references to subscription term T&Cs No T&Cs link 1 Implement T&Cs link directly below “Cancel” button Abbreviated T&Cs illegible 1 Increase point size and change color scheme to improve contrast Automatic opt-in to unrelated ads and 1 Discontinue automatic opt-in to promos with current program opt-in unrelated ads and promos No link to privacy policy 1 Display link to privacy policy directly below “Terms and Conditions” link T&Cs contained in separate scroll-box 1 Remove scroll from offer No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with “Send” or “Text” Unclear opt-out information 1 Associate opt-out command with short code and preface with “Send” or “Text” No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with “Send” or “Text” Charges & No mention of billing method 3 Disclose billing method Billing Conflicting billing methods 3 Disclose correct billing method only No mention that message and data 3 Disclose that message and data rates may apply rates may apply directly below “Privacy Policy” link Program Failure to initiate double opt-in 1 Require user to agree to offer conditions by selecting “Buy, “Purchase, or “Subscribe” before displaying purchase Purchase Confirmation Screen confirmation screen Contains illicit, violent, or adult content 1 Remove illicit, violent, or adult content Implies illicit, violent, or adult content will 1 Remove implication that illicit, violent, or be available adult content will be available Affiliated with unapproved marketing 1 Reconcile product or service with practices or content original program brief on record, or submit new, accurate program brief for review Contains profanity 1 Remove profanity Failure to place or format disclosures in 1 Display and arrange all disclosures in main offer as prescribed3 main offer in prescribed format No product or service disclosure 1 Disclose product or service in main offer No product quantity 1 Disclose product quantity in main offer Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 106 of 165 © 2011 Mobile Marketing Association
  • 107. Misrepresentation of product offering 1 Reconcile, among main offer, CA, and T&Cs, all references to product type Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Program sponsor not identified 1 Identify program sponsor by short code Unapproved carrier endorsement 1 Remove carrier endorsement Superimposed text 1 Remove superimposed text Pricing No pricing 1 Display program pricing in main offer Pricing point size too small 1 Increase pricing point size to at least 50% as large as CA point size No explicit “Pay on My Phone Bill” button 1 Display explicit “Pay on My Phone Bill” button Conflicting pricing 1 Display correct pricing Pricing illegible 1 Increase point size and alter color scheme to improve contrast Use of the term free 1 Remove the term free Pricing spelled out in main offer 1 Express pricing as numerals in main offer Subscription No subscription disclosure 1 Display subscription disclosure in main offer No subscription term 1 Display subscription term on same screen as CA, visible without scrolling Weekly subscription 1 Migrate to monthly subscription immediately Daily subscription 1 Migrate to monthly subscription immediately Unclear subscription term 1 Reconcile, among main offer, CA, and T&Cs, all references to subscription term ________________________________________________ 3 refer to Appendix F, Exhibit 3, for the prescribed main offer format. Compliance Monitoring and Enforcement on the Sprint Network rev 4.21 12/08/2010 SPRINT PROPRIETARY AND CONFIDENTIAL ►Yellow highlights indicate all changes and additions since the previous revision. Unless otherwise noted, updates to the Sprint Short code Violations and Actions Required lists become effective January 1, 2011. Sprint WAP Billing Violations and Actions Required (continued) Violations Severity Actions Required T&Cs No T&Cs link 1 Implement T&Cs link directly below “Cancel” button Purchase Confirmation Screen Abbreviated T&Cs illegible 1 Increase point size and change color scheme to improve contrast Automatic opt-in to unrelated ads and 1 Discontinue automatic opt-in to unrelated continued promos with current program opt-in ads and promos No link to privacy policy 1 Display link to privacy policy directly below “Terms and Conditions” link T&Cs contained in separate scroll-box 1 Remove scroll from offer No opt-out information 1 Display STOP as opt-out command Incorrect opt-out information 1 Associate opt-out command with short code and preface with “Send” or “Text” Unclear opt-out information 1 Associate opt-out command with short Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 107 of 165 © 2011 Mobile Marketing Association
  • 108. code and preface with “Send” or “Text” No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Associate HELP command with short code and preface with “Send” or “Text” No “Cancel” button 2 Implement facility for immediate opt-out with “Cancel” button directly below “Pay on My Phone Bill” button No T&Cs link 1 Implement T&Cs link directly below “Cancel” button Charges and No mention of billing method4 3 Disclose billing method Billing Conflicting billing methods 3 Disclose correct billing method only No mention that message and data rates 3 Disclose that message and data rates may may apply apply directly below “Privacy Policy” link No mention of billing method4 3 Disclose billing method Program Failure to confirm program enrollment 1 Send confirmation message Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Display Help contact information as "Reply HELP for help" No opt-out information 1 Display opt-out information as “Reply Confirmation SMS STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to respond to customer message 1 Send HELP message HELP for HELP SMS Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 108 of 165 © 2011 Mobile Marketing Association
  • 109. Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Failure to inform user of participation 2 Display remaining credits or renewal date status Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No toll-free HELP contact information 1 Display toll-free HELP phone number No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to notify customer of subscription 1 Send renewal reminder message at least renewal 24 hours before billing event Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow Renewal Reminder No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Failure to inform user of participation 2 Display renewal date status Incorrect participation status 2 Inform user of correct participation status Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 109 of 165 © 2011 Mobile Marketing Association
  • 110. immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Display Help contact information as "Reply HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to confirm subscription renewal 1 Send renewal confirmation message Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Misrepresentation of product quantity 1 Display only actual product quantity per subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program clearly 2 Choose one program name and cite it consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type. Pricing No pricing 1 Display program pricing Renewal Confirmation Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact information 1 Display Help contact information as "Reply HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and data rates 3 Disclose that message and data rates may Billing may apply apply Program Failure to respond to customer message 1 Send message informing customer that to STOP service service has been terminated and that no more messages will be sent Program message delivered without 1 Initiate all program messaging from standard rate short code dedicated standard rate short code Opt Out Failure to confirm service termination 1 Inform user that service has been terminated Failure to confirm message flow 1 Inform user that no more messages will be termination sent STOP command case sensitive 1 Recognize STOP command regardless of text case User STOP message with subsequent text 1 Ignore subsequent text in user STOP Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 110 of 165 © 2011 Mobile Marketing Association
  • 111. not recognized message Failure to identify program 2 Display program name Pricing Use of the term free 1 Remove the term free Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 111 of 165 © 2011 Mobile Marketing Association
  • 112. Appendix D: Message Flow Short code Violations and Actions Required Sprint Message Flow Short code Violations and Actions Required Violations Severity Actions Required Program Affiliated with unapproved 1 Reconcile product or service with original marketing practices or program brief on record, or submit new, content accurate program brief for review Failure to send PIN/Opt In 1 Send PIN/Opt In message with PIN or message response command for double opt in Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to provide user PIN 1 Display PIN or response command or response command Failure to locate PIN or 1 Display PIN or response command after response command after pricing information only pricing information only5 Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service PIN/Opt In disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to initiate double 1 Require customer to enter PIN online or opt-in reply “Yes,” “Go,” “Okay,” “Sure,” or similar affirmative to PIN/Opt in message before sending billed MT Failure to confirm program 1 Send confirmation message Confirmation enrollment Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 112 of 165 © 2011 Mobile Marketing Association
  • 113. disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity *Neither PIN nor response command may be displayed before pricing information at any time Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 113 of 165 © 2011 Mobile Marketing Association
  • 114. Sprint Message Flow Short code Violations and Actions Required continued Violations Severity Actions Required Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure Confirmation continued No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to respond to 1 Send HELP message customer message for HELP Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type HELP continued No product quantity 2 Disclose product quantity Failure to inform user of 2 Display remaining credits or renewal date HELP participation status Incorrect participation 2 Inform user of correct participation status status Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No toll-free HELP contact 1 Display toll-free HELP phone number information No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 114 of 165 © 2011 Mobile Marketing Association
  • 115. Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to notify customer of 1 Send renewal reminder message at least 24 hours subscription renewal before billing event Misrepresentation of product 1 Display only actual product quantity per quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Renewal Reminder Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it consistently clearly throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of product 2 Reconcile, among all messages, references to offering product type No product quantity 2 Disclose product quantity Failure to inform user of 2 Display renewal date participation status Incorrect participation status 2 Inform user of correct participation status Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 115 of 165 © 2011 Mobile Marketing Association
  • 116. Sprint Message Flow Short code Violations and Actions Required continued Violations Severity Actions Required Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure Renewal Reminder No subscription term 1 Display subscription term Weekly or daily 1 Migrate to monthly subscription immediately subscription T&Cs No toll-free HELP contact 1 Display toll-free HELP phone number information No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to confirm 1 Send renewal confirmation message subscription renewal Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type Renewal Confirmation No product quantity 2 Disclose product quantity Pricing No pricing 1 Display program pricing Unclear pricing 1 Display program and carrier-specific pricing Conflicting pricing 1 Reconcile, among all messages and ad, references to pricing Use of the term free 1 Remove the term free Subscription No subscription disclosure 1 Display subscription disclosure No subscription term 1 Display subscription term Weekly or daily subscription 1 Migrate to monthly subscription immediately T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact 1 Display Help contact information as "Reply HELP information for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and 3 Disclose that message and data rates may apply Billing data rates may apply Program Failure to respond to 1 Send message informing customer that customer message to STOP service has been terminated and that no Out. Opt service more messages will be sent Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 116 of 165 © 2011 Mobile Marketing Association
  • 117. Failure to confirm service 1 Inform user that service has been termination terminated Failure to confirm message 1 Inform user that no more messages will be flow termination sent STOP command case 1 Recognize STOP command regardless of text sensitive case User STOP message with 1 Ignore subsequent text in user STOP subsequent text not message recognized Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow Pricing Use of the term free 1 Remove the term free Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 117 of 165 © 2011 Mobile Marketing Association
  • 118. Appendix E: Standard Rate Message Flow Short code Violations and Actions Required Sprint Standard Rate Message Flow Short code Violations and Actions Required* Violations Severity Actions Required Program Affiliated with unapproved 1 Reconcile product or service with original marketing practices or program brief on record, or submit new, content accurate program brief for review Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service PIN/Opt In disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Failure to confirm program 1 Send confirmation message enrollment Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service 2 Disclose product or service Confirmation disclosure Misrepresentation of 2 Reconcile, among all messages, references product offering to product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free T&Cs No HELP contact 1 Display HELP text command, phone number, information or both Unclear HELP contact 1 Display Help contact information as "Reply information HELP for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 118 of 165 © 2011 Mobile Marketing Association
  • 119. Billing and data rates may apply apply Program Failure to respond to 1 Send HELP message customer message for HELP Misrepresentation of 1 Display only actual product quantity per product quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity HELP continued Unauthorized marketing 1 Discontinue embedded marketing campaign HELP material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow No product or service disclosure 2 Disclose product or service Misrepresentation of product offering 2 Reconcile, among all messages, references to product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free *Sprint Standard Rate Message Flow Short code Violations and Actions Required are effective immediately. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 119 of 165 © 2011 Mobile Marketing Association
  • 120. Sprint Standard Rate Message Flow Short code Violations and Actions Required* continued Violations Severity Actions Required T&Cs No toll-free HELP contact 1 Display toll-free HELP phone number information HELP continued HELP continued No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message 3 Disclose that message and data rates may Billing and data rates may apply apply Program Failure to deliver 30-day 1 Send 30-day subscription reminder message subscription reminder message Misrepresentation of product 1 Display only actual product quantity per quantity subscription term (e.g., 15 ringtones/mo.) Unclear product quantity 1 Disclose actual product quantity Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it consistently 30-Day Subscription Reminder clearly throughout message flow No product or service 2 Disclose product or service disclosure Misrepresentation of product 2 Reconcile, among all messages, references to offering product type No product quantity 2 Disclose product quantity Pricing Use of the term free 1 Remove the term free T&Cs No HELP contact information 1 Display HELP text command, phone number, or both Unclear HELP contact 1 Display Help contact information as "Reply HELP information for help" No opt-out information 1 Display opt-out information as “Reply STOP to cancel” Unclear opt-out information 1 Display opt-out information as “Reply STOP to cancel” Charges and No mention that message and 3 Disclose that message and data rates may apply Billing data rates may apply Program Failure to respond to 1 Send message informing customer that customer message to STOP service has been terminated and that no service more messages will be sent Failure to confirm message 1 Inform user that no more messages will be flow termination sent STOP command case 1 Recognize STOP command regardless of text sensitive case Opt Out. User STOP message with 1 Ignore subsequent text in user STOP subsequent text not message recognized Unauthorized marketing 1 Discontinue embedded marketing campaign material Failure to identify program 2 Display program name Failure to identify program 2 Choose one program name and cite it clearly consistently throughout message flow Pricing Use of the term free 1 Remove the term free *Sprint Standard Rate Message Flow Short code Violations and Actions Required are effective immediately Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 120 of 165 © 2011 Mobile Marketing Association
  • 121. Appendix F Exhibit 1: Sample Compliant PSMS Message Flow Category Message Characters PIN/Opt In LuckyBag Ringtones. 10 bonus credits + 10 more ea. mo, 128 $9.99/mo. Enter PIN 2182! Msg&Data Rates May Apply. Reply HELP for help. Confirmation Welcome to LuckyBag Ringtones! 10 bonus credits + 10 more ea. 147 mo, $9.99/mo. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to cancel. HELP LuckyBag Ringtones. $9.99/mo. for 10 credits. Msg&Data Rates 152 May Apply. You have 8 credits. Renews 10/01/10. Help: 8001234567. Reply STOP to cancel. Renewal Your $9.99/mo. LuckyBag Ringtones subscription renews on 147 Reminder 10/01/10. 10 credits/mo. Msg&Data Rates May Apply. Help: 8001234567. Reply STOP to cancel. Renewal Thanks for renewing LuckyBag Ringtones! 10 credits for 133 Confirmation $9.99/mo. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to cancel. Opt Out Your LuckyBag Ringtones subscription is cancelled. You‘ll receive 86 no more messages. Exhibit 2: Sample Compliant Standard Rate Message Flow Category Message Characters Confirmation Welcome to Actual World News daily news alerts. No charge but 130 msg&data rates may apply. Reply HELP for help. Reply STOP to cancel. HELP You are subscribed to Actual World News daily news alerts. 136 Msg&data rates may apply. For help call 1-800-555-NEWS. Reply STOP to cancel. 30-Day Reminder: U are subscribed to Actual World daily news alerts. No 144 Subscription charge but msg&data rates may apply. Reply HELP for help. Reply Reminder STOP to cancel. Opt Out Your subscription to Actual World News has been cancelled and 126 you will receive no more messages. For help call 1-800-555- NEWS. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 121 of 165 © 2011 Mobile Marketing Association
  • 122. Exhibit 3: Sample Compliant WAP Billing Flow Category Message Characters Opt-In Screen All disclosures in the main N/A offer must be displayed in the following order with no intervening text:  Program description, including product or service disclosure and product quantity  Price and subscription term, if applicable  “Buy”, “Purchase,” or “Subscribe” button  Terms and Conditions link  “Privacy Policy” link  Message and data rates disclosure Summary terms and conditions must include:  Billing method  Opt-out information  Program sponsor (short code)  Help information Purchase All disclosures in the main N/A Confirmation Screen offer must be displayed in the following order with no intervening text:  Program description, including product or service disclosure and product quantity  Price and subscription term, if applicable  “Pay on my phone bill” button  “Cancel” button  “Terms and Conditions” link  “Privacy Policy” link  Message and data rates disclosure Summary terms and conditions must include:  Billing method  Opt-out information  Program sponsor (short code)  Help information Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 122 of 165 © 2011 Mobile Marketing Association
  • 123. Confirmation (SMS) Welcome to RingtoneFunPlan! 5 bonus tones + 10 more ea. mo, 138 $9.99/mo. Msg&Data Rates May Apply. Reply HELP for help. Reply STOP to cancel. HELP (SMS) RingtoneFunPlan. $9.99/mo. for 10 tones. Msg&Data Rates May 143 Apply. You have 8 credits. Renews 11/01/10. Help: 8001234567. Reply STOP to cancel. Renewal Reminder Your RingtoneFunPlan subscription renews on 11/01/10. $9.99/mo. for 143 (Subscriptions only) 10 tones. Msg&Data Rates May Apply. Help: 8001234567. Reply STOP to cancel. Renewal Your RingtoneFunPlan subscription has been renewed. $9.99/mo. for 144 Confirmation 10 tones. Msg&Data Rates May Apply. Reply HELP for help. Reply (Subscriptions only) STOP to cancel. Opt Out (SMS) Your RingtoneFunPlan subscription is cancelled. You‘ll receive no 80 more messages. Exhibit 4: Sprint Message Flow Abbreviation Guidelines Term or Phrase Abbreviation Guidelines Message Msg Per / Reply No abbreviations allowed. Must use “reply.” For No abbreviations allowed. Must use “for.” To No abbreviations allowed. Must use “to.” You No abbreviations allowed. Must use “you.” Text Txt Per Month /mo ea. mo. /mth Plus + Cancel No abbreviations allowed. Must use “cancel.” Numbers Use the numeric format only. Message and Data Msg&Data Rates May Apply Rates May Apply Msg&Data Rates May Apply Help No abbreviations allowed. Must use “help.” Stop No abbreviations allowed. Must use “stop.” Reply HELP for No abbreviations allowed. Must use “Reply HELP for help.” help Reply STOP to No abbreviations allowed. Must use “Reply STOP to cancel.” cancel Acceptable “Reply HELP for help. Reply STOP to cancel.” variations of “Reply HELP for help, reply STOP to cancel.” “HELP” & “STOP” “Reply HELP for help, STOP to cancel.” instructions Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 123 of 165 © 2011 Mobile Marketing Association
  • 124. Appendix G: Advertisement Example SPR-AP-05 This advertisement for a wallpaper subscription complies with all Sprint audit standards, including displaying pricing and subscription disclosure adjacent to the cell-submit field and disclosing product quantity in the main offer. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 124 of 165 © 2011 Mobile Marketing Association
  • 125. T-Mobile Provisioning Section Standard MMA Id “Service Advertising” means any medium used as a call to action for TMO-01 Service Consumers of the Service. This includes, but is not limited to: Print, Advertising Radio, and TV. Unless otherwise specifically referenced below to particular service types, these guidelines apply to ALL services offered. Any use of the Web is considered a medium of Service Advertising and, as such, must comply with the following guidelines: Clear disclosure of Program Sponsor and Service; TMO-02 Clear disclosure of terms of service prior to any purchase – including, TMO-03 but not limited to, indication that the Service includes an automatically renewing subscription, one-time charge, or other applicable service commitment; Pricing and frequency of billing must appear in bold print and be TMO-04 presented legibly and in a location easily viewable to the viewer and/or reader; For online World Wide Web advertising, pricing and frequency of TMO-05 billing must be disclosed on the initial landing page. For online World Wide Web opt-in, pricing and frequency of billing TMO-06 must be disclosed to the user prior to any request for a MSISDN from the user; You must disclose to all users when they register for your Service that TMO-07 “Msg & Data Rates May Apply;” Online, font colors for pricing and Service disclosure must clearly TMO-08 contrast with background color and be presented in a legible manner; All terms and conditions (T&Cs) of the program are clearly TMO-09 communicated. In the case of a Web storefront, affirmative response from user that they have read the T&Cs is required (e.g. user checks a box prior to “purchase”, replies “Yes” to a text message, etc. Pre- populated check boxes are NOT allowed; Services with multiple plans or service offerings (e.g. download TMO-10 content and text alerts) must have T&Cs supplied for each service offering and an affirmative response is required by the user. Example: user signing up for a $9.99 Ringtone plan and offered to sign up for $9.99 alerts plan, must affirmatively opt-in to TWO sets of T&Cs clearly disclosing these are two plans and two charges. Each of the affirmative opt-ins must clearly state the fees associated with the program in bold font that is visible from the same screen, at the same time, as each affirmative opt-in. It must be absolutely clear and obvious to the subscriber that they are purchasing two separate Services and the associated fees of each; All advertising and promotional material must clearly display opt-out TMO-11 information. The “Opt-Out” command must be presented legibly and in a location easily accessible to the viewer and/or reader; text MUST be in bold; Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 125 of 165 © 2011 Mobile Marketing Association
  • 126. All advertising and promotional material must clearly display Help TMO-12 information. The Help information must be presented in a location easily accessible to the viewer and/or reader; text MUST be in bold; In instances where a Service delivers “next best” content in the TMO-13 event original request cannot be fulfilled, Service Advertising must disclose that the Service operates in this manner. This text MUST be in bold; The term “Free” can only be used when offering a Service or item TMO-14 without charge of any kind (FTEU) and without commitment or obligation on the part of the T-Mobile Customer. See the discussion of the use of “Free” in the MMA Consumer Best Practices Guidelines for additional information; Sweepstakes as a means for enticing purchase of premium one-time TMO-15 Services or recurring premium Services is NOT allowed (i.e. sweepstakes entry must be independent of any payment for a Service or subscription; Service Advertising offering services where a portion of the Service or TMO-16 content is not available to T-Mobile Customers must disclose the portion of the content that is not supported for T-Mobile Customers. Neither premium charges nor opt-in flow can continue with the Customer until Customer has been advised of the limitation and acknowledgement received; “Device Not Supported” is a permissible response in the instance of TMO-17 signifying a specific device is not supported. It is not an acceptable “synonym” response for a Service not supported for T-Mobile Customers. Example, “Device not supported” supplied for a handset that supports Java applications is not acceptable if the real issue is that the program hasn’t been approved by T-Mobile (either due to timelines or an outright rejection of the program). In such case, the response should indicate “Program/Application is not available to T- Mobile Customers at this time;” Service advertising must indicate all applicable charges appear on the TMO-18 T-Mobile Customer’s wireless phone bill; “STOP” must be the commonly advertised keyword for discontinuing TMO-19 services/opt-out. Synonyms for the word STOP can also be supported on the back end; and “HELP” must be the commonly advertised keyword for message-based TMO-20 support of Services In addition, any and all associated advertising must comply with the TMO-21 COGA Agreement applicable laws, rules, and regulations, and general industry best practices including but not limited to the MMA Consumer Best Practices Guidelines. T-Mobile recognizes there may be marketing affiliates that provide TMO-22 traffic and prospective subscribers to Content Providers. Each Content Provider is responsible and liable for the activities of all such marketing affiliates as it relates to such Content Provider’s relationship with T-Mobile. To the extent marketing affiliates engage in any conduct on behalf of the Content Provider or aggregator, such actions will be deemed to be actions of the Content Provider or aggregator for purposes of the Playbook and the COGA Agreement (including application of all penalties and revenue share adjustments). See also the MMA guidance on affiliate marketing in the MMA Consumer Best Practices Guidelines. Direct Using SMS messaging for direct marketing purposes either directly Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 126 of 165 © 2011 Mobile Marketing Association
  • 127. Marketing related to a Service or related to different Services is limited. This through function must comply with the following guidelines: Messaging Before sending any direct marketing to a T-Mobile Customer, specific TMO-23 opt-in consent must be obtained. The opt-in consent must be for the particular direct marketing campaign and must include consent to send marketing to a wireless device via text message. The message text must state that the message is a Free Message. TMO-24 Any direct marketing messages must be free to the Customer. “Free to Customer” messages are Free to End User (“FTEU”) messages and subject to applicable terms and rates in the COGA Agreement. Must contain Opt-out instructions; an opt-out must be treated as a TMO-25 STOP from any further solicitation related to the marketed Service or any other Services (i.e. STOP must stop all messages and no “discovery” is allowed to determine further specifics behind the STOP command) Requirements you must comply with when using the T-Mobile T-Mobile trademark (“T-Mobile Marks”) (e.g. in Print, Radio, TV, etc.) for your Trademark Service(s) include: Rules Each and every use of T-Mobile Marks must be in compliance with the TMO-26 COGA Agreement and the T-Mobile Marks Rules. Each separate use of T-Mobile’s Marks and any and all advertising TMO-27 used for promotion of Services (including pre and post launch advertising) MUST be submitted to T-Mobile for review and approval, which T-Mobile may grant, withhold and/or condition in its sole discretion. In cases where you wish to list T-Mobile as a “supported carrier” in a TMO-28 text-only listing (e.g., a drop down list of carriers) that Customers may select from to indicate their carrier, you may list T-Mobile’s name in text only provided that you list T-Mobile exactly as follows: “T- Mobile®”. Abbreviations of the “T-Mobile” trademark or any T-Mobile Marks are not an authorized use of the T-Mobile Marks. NOTE: Inappropriate use of the T-Mobile Marks may result in TMO-29 immediate suspension of Service(s) and/or termination of the D2C Agreement. These next sections provide general guidelines for your reference and TMO-30 D2C General use in reviewing proposed programs BEFORE you submit to T-Mobile. Service All programs must have a 5 or 6 digit CSC Short Code recognized and Guidelines reserved by CTIA prior to any Campaign submittal. From time to time T-Mobile may, in its discretion, allow for the provisioning of “support” codes (Short Code extensions) as long as there is a valid relationship to the primary 5 or 6 digit Short Code(s) used with the Service. Refer to Section 6.5 for guidelines related to Short Code extensions. Key considerations that should always be taken into account when evaluating a potential program are: 1. Is it clear to the Customer what service(s) they are getting? 2. Is it clear to the Customer how much the Service(s) will cost? 3. Is it clear to the Customer how to get help – if applicable? 4. Is it clear to the Customer how they can discontinue the Service? 5. Does the program clearly indicate to the Customer that they Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 127 of 165 © 2011 Mobile Marketing Association
  • 128. will not receive unwanted and/or unnecessary messages? 6. Is service delivered through D2C for use on a mobile handset? (e.g., T-Mobile does not provide billing for services that are not consumed on a mobile device) 7. Does the Service live up to the letter and spirit of the MMA Consumer Best Practices Guidelines for Cross Carrier Mobile Content Services, the D2C Agreement and the Playbook? If the answers to these questions are not straightforward and addressed in the Campaign you submit, it is recommended you revisit and clarify your program prior to submission. The foregoing questions are all central to our consideration on the overall eligibility of the requested program. As addressed briefly in Section 4, ALL Services must promote and TMO-31 Universal Help support a universal ‘HELP’ command. Information supplied when Command user requests help includes: Identity of program sponsor and Website Address – this is defined as TMO-32 the organization that markets the program and the brand the consumer recognizes. Contact details for the program sponsor – either a toll-free number, or TMO-33 e-mail address depending on Service. All Premium Services must provide a toll-free number with live operator support during standard business hours. Service Description (e.g. Billy Bob’s Premium Chat). TMO-34 Pricing terms (incl. Billing frequency) for the Service (e.g. $0.99 per TMO-35 message received; $3.99 per month). Msg&Data Rates May Apply disclosure. TMO-36 Opt-out information. TMO-37 HELP interaction CANNOT be charged at a premium. TMO-38 If providing a phone number in the HELP MT, it must be a toll-free TMO-39 number. HELP may not be case sensitive – all case variants of the word HELP TMO-40 must be supported. For Services offered in a language other than English, relevant TMO-41 synonyms of the English equivalent of the HELP command must be supported. NOTE: In the event you offer multiple Services over one Short Code, TMO-42 it is your responsibility to determine what Services are applicable to the HELP inquiry. Discovery may be used to identify the specific Service that a user asks for assistance with. Recommended suggestion is providing a Help menu once Help is requested by Customer or requesting Mobile telephone # or other unique identifier and support appropriately with relevant, unique Service information supplied in addition to the points mentioned above. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 128 of 165 © 2011 Mobile Marketing Association
  • 129. As addressed briefly in Section 4.1, ALL Services must promote TMO-43 Universal and support STOP as the primary opt-out command. Additional STOP considerations include: command and Confirmation Message Customer must be told how to opt-out of the program upon entering TMO-44 the program. Service must also recognize common synonyms for STOP which TMO-45 include: END, CANCEL, UNSUBSCRIBE, QUIT, STOP ALL In addition to “universal” STOP, when a user is registered for TMO-46 multiple Services additional discovery is permitted after a user sends ‘[keyword] STOP’. E.g. when a user sends a STOP message, the application may respond with a list of Services the user is subscribed to with a query as to which Service should be stopped. The user must be able to use ‘[keyword] STOP’ to opt out of applicable Services, if the user sends another STOP message and does not indicate a specific Service, the message MUST be treated as a STOP ALL message (see below). Sending the command STOP ALL must also function. It must be a TMO-47 supported means to discontinue all Services a user is subscribed to and provide a list of said Services user has been unsubscribed from. If a user sends a ‘STOP ALL’ message no additional discovery is allowed. Users must automatically be opted out of all Services and a confirmation message must be sent. In the event the Service is Standard Rated, Opt-Out command TMO-48 must be followed with an MT stating, at a minimum, and in this order, “This message confirms that you have discontinued this Service. Questions contact [Service Provider Customer Support].” In the event the Service is Premium Rated, Opt-Out command TMO-49 must be followed with a non-premium MT stating, at a minimum, and in this order, “This message confirms that you have discontinued and will no longer receive messages or charges for this Service. Questions contact [Service Provider Customer Support].” Once a user opts-out and is sent a confirmation message, no further TMO-50 messages can be sent to the user including marketing messages for any related or unrelated Services. Opt-Out informational messages CANNOT be charged at a Premium. TMO-51 STOP command may not be case sensitive – all case variants of the TMO-52 STOP command must be supported. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 129 of 165 © 2011 Mobile Marketing Association
  • 130. For Services offered in a language other than English, relevant TMO-53 synonyms of the English equivalent opt-out commands listed above must be supported. NOTE: Again, if you offer multiple Services on one Short Code and TMO-54 cannot tell what Services are relevant to the Customers ‘STOP’ command, you must either use discovery to identify what Service to ‘STOP’ or treat as the equivalent of ‘STOP ALL’ command and discontinue Customer from all Services opted in to. All services require customer support. New program requests must Customer include “commercial ready” Customer Support Information. This Support information will be supplied to Customers of the Service. In structuring your support program, please take into account the following guidelines: When submitting a new Campaign via the 3PG Partner Center, the TMO-55 Campaign must reflect commercial ready Customer Support Information including the Content Provider Name, Customer Support Phone, Customer Support E-mail and Customer Support URL. This information will show up in both the customer care and self care tools. Once submitted, any subsequent changes to customer support information must be referenced in a new Campaign submitted to T- Mobile. Any failure to keep customer support information current by submitting a new Campaign with updates can result in suspension of the Campaign. At minimum, e-mail support is required for ALL Services; Web form TMO-56 via Website will suffice for “e-mail support” as long as the appropriate contact information is also provided. All e-mail support requests must trigger a confirmation e-mail to the recipient indicating estimated time they can expect for follow up or resolution. This e-mail should also contain any applicable company contact information including but not limited to Brand Name relevant to the T-Mobile Customer, Name of Legal Entity, company address, contact phone number and all pertinent information related to the Service. All Premium Services and “banking” type Services MUST offer TMO-57 a toll-free Support number – at a minimum the number must be clearly disclosed in the HELP message, confirmation opt-in message, STOP command, and in all advertising. This support number must have live real-time operator assisted help and operated minimum of Monday through Friday 8:00a EST – 8:00p EST excluding federally recognized US holidays. Where an IVR is used as part of the user support model, the initial TMO-58 greeting of the IVR MUST provide the commercial name of the company and/or Service name(s) along with the hours of operation. The IVR must also support “zero out” of the IVR menu. Zero Out is defined as pressing Zero to be immediately routed to a Customer Service representative. All Services must supply a phone number and mailing address that TMO-59 are in an easily locatable area of the Service provider’s website. For services found not to offer Customer Support Information, or TMO-60 where Customer Support Information on record is invalid, or where it is not otherwise actually provided in accordance with these requirements in a consistent manner, those Services may be disabled immediately and without advance notification. As outlined in the D2C Agreement, Services are required to operate TMO-61 Short Codes with CSC approved Short Codes. If you are operating on behalf of (message Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 130 of 165 © 2011 Mobile Marketing Association
  • 131. routes) Content Providers be aware that codes cannot be used across multiple Content Providers. Each of your clients must utilize their own secured Short Codes. Further, when Content Providers identify their Short Code needs it is important to consider Services that need to run on their own distinct Short Codes can essentially be classified into one of the following buckets:  Chat Services  Free to End User Services  “Promotional” content  Mobile Donations / Charitable Giving Services  Company Premium Messaging or Company Premium Download Services Each of these buckets must use a distinct set of Short Codes and Services in 3PG and D2C to support the MT and MO flow and to support the intended impact regarding charges to Customers. Supporting multiple Services on a single Short Code is allowed, but doing so will require that a unique Billing Descriptor for each Service get passed through the purchase request by the Content Provider. NOTE: All Chat, Charitable Giving, Promotional, FTEU, Company Premium Messaging or Company Premium Download Services must be operated over distinct Short Codes. If a Short Code used for subscription Services is deactivated, disabled or not renewed, a notification explaining that the corresponding Service is no longer available must be sent to users of the Service. Once a Service corresponding to a Short Code is discontinued, reassignment of the “legacy” Short Code to a different Service is considered a new Service and a new Campaign must be submitted. Short Code extensions are supported on a case-by-case basis and TMO-62 Short Code only if a fully executed Short Code Extension Agreement has occurred Extensions between T-Mobile and the Partner requesting the extensions. The following bullet points reflect the broader guidelines that apply to TMO-63 General Opt In the opt-in process regardless of the opt-in type or method. As spelled Guidelines out in more detail in this section, additional guidelines apply depending on the opt-in type [single versus double] and opt-in method. Refer to the specific guidelines below. User’s request cannot be used as a blanket opt-in to receive additional TMO-64 messages outside the context of the specific program they are opting in to. Opt-in cannot be used as consent to receive unrelated messages. TMO-65 Opting in to additional programs (e.g. to receive additional promotional materials) is only allowed after affirmative follow-on by user specifically related to that opt-in. E.g. Message flows whereby the user signs-up to a primary service AND opportunity to receive other promotional messages is NOT allowed. User’s information cannot be used for any other Service or sold to a TMO-66 3rd party. Single Opt In Single Opt-In is allowed for the following types of campaigns: All standard-rated programs (including both one-time events/non- TMO-67 recurring and subscription based campaigns). Standard-rated iTV programs or premium-rated iTV campaigns below TMO-68 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 131 of 165 © 2011 Mobile Marketing Association
  • 132. a certain amount (see T-Mobile pricing documentation). FTEU programs TMO-69 One-Time Premium text services TMO-70 Double Opt In T-Mobile requires that all users Double Opt-In to any premium TMO-71 rated, automatically recurring Service – PSMS, Binary DL, or otherwise – and to standard rated programs utilizing web opt-in. This opt-in action must be affirmative – i.e. users respond with agreement (Yes). Paths for acceptable opt-in flows include Web and Handset and are outlined in the following sections: Allowable, affirmative double opt-in responses include: TMO-72 Yes, Y, Go, Okay, OK, Accept, Agree A negative response is anything other than an affirmative response. TMO-73 If a user provides a negative response, you must respond, and your response should include: Service Name, Confirmation that no further messages will be sent, HELP command. NOTE: For Services offered in a language other than English, relevant TMO-74 synonyms of the English equivalent opt-in commands listed can be supported and promoted. Double Opt-In is not required for one time premium rated services, TMO-75 including:  Premium rated iTV programs where the premium charge is greater than specified price point  One time premium rated downloads There may be slight variations to the double opt-in approach based on TMO-76 the opt-in method. Refer to specific double opt-in guidelines per opt- in method below. Opt In Methods Single Opt In by Initial/Welcome Message must abide by the following guidelines: TMO-77 Handset Identification of the Program Sponsor and/or Service Name. TMO-78 Msg&Data Rates May Apply disclosure. TMO-79 Help and Stop disclosure. TMO-80 Double Opt In First MT Opt-In Message (“Initial”/ “Welcome” MT) must abide by the TMO-81 by Handset following guidelines: Identification of the Program Sponsor and/or Service Name. TMO-82 Full disclosure of Price, Billing Period, and Frequency including Msg & TMO-83 Data Rates May Apply disclosure. Disclosure of pricing in MT prior to the opt-in prompt. TMO-84 Full disclosure if the service charge is recurring (i.e., either use of TMO-85 term “subscription” or, at a minimum, ensuring relevant frequency is reflected along with pricing - $x.xx/month). Contact details for the program sponsor – either toll free number, TMO-86 website address, or Help via text message with resulting Help MT that contains required contact details. Second MT in Message flow (“Confirmation” MT) must abide by the following guidelines: Confirmation of purchase including Program Sponsor and Service TMO-87 Name, Price, Billing Period, and Frequency. Opt-Out instructions including STOP. TMO-88 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 132 of 165 © 2011 Mobile Marketing Association
  • 133. These requirements apply the first time a user tries a specific service TMO-89 on a specific Short Code. “First Time” should be interpreted as the first time a user signs up for a service. If, at anytime, a user discontinues service and later decides to “re-subscribe” they must be treated like a First Time user and must be presented with the double opt-in message flow. NOTE: It is misleading to include text like, “reply NO to decline” in a TMO-90 double opt-in flow since the Customer does not need to respond to “decline” a service. No service can continue to solicit the Customer for ANY period of time if the Customer has not responded to the Double Opt-In message. Opt In by Web The Web is an allowable Opt-in method if there is Customer TMO-91 confirmation via SMS. This is to ensure that the T-Mobile Customer using the website matches the Customer handset activating the Service. The following guidelines must be followed: T&Cs must comply with aforementioned requirements on affirmative TMO-92 acceptance, advertising, etc.; Pricing and frequency of billing must be clearly outlined prior to TMO-93 request for user MSISDN; MT must be sent to handset requesting confirmation by Customer TMO-94 through SMS channel or using PIN verification at Website. Pricing and terms must be displayed before the PIN in the MT; and 2nd MT must be sent to Customer and contain same information as TMO-95 required for 2nd MT in double opt-in by handset. These requirements apply the first time a user tries a specific Service TMO-96 on a specific Short Code. “First Time” should be interpreted as the first time a user signs up for a Service. NOTE: If, at any time, the user discontinued Service and is now “re- TMO-97 subscribing” they are considered a First Time user and must be presented with applicable Double Opt-in message flow. Opt In by Mobile Opt-in via Mobile Internet Browser is an acceptable option for opting Internet into premium services discovered via mobile Internet browsing (e.g. Browser WAP sites). Similar to PC based WEB flow, mobile Internet via handset requires Service information and pricing. The following guidelines must be followed: The same opt-in rules apply for Mobile Internet sites as for SMS TMO-98 program double opt-in if there is any charge associated with accessing the first page of a site presented when the subscriber selects a Service message (e.g. embedded link or WAP push message), or browses to that page by any other means; Pricing and frequency of billing must be clearly outlined at top of 1st TMO-99 page offer presentation prior to any Service commitment on the part of the end user; There must be an explicit “Accept” or “Buy” soft key or embedded link TMO-100 visible to the user on the first screen of the payment details page; There must be an explicit “Cancel” button available to the user on the TMO-101 first screen of the payment details page immediately below the Accept/Buy soft key or embedded link and visible without requiring the user to scroll down the screen; There must be an explicit “T&Cs” link available to the user, listed TMO-102 directly after the “Cancel” button. The Terms and Conditions page shown to the user should contain at minimum:  The charge will be applied to the end-user’s wireless phone bill  The end-user will be advised of all charges prior to being billed Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 133 of 165 © 2011 Mobile Marketing Association
  • 134.  The description that will appear on the subscriber’s phone bill  Instructions on opting out of Service (if applicable); There should be a link providing Customer Support contact TMO-103 information and advice that “Msg & Data Rates May Apply”; T&Cs must comply with aforementioned requirements on affirmative TMO-104 acceptance, advertising, etc. Opt-Out via Mobile Internet Browser is permitted but all Services must also support opt-out via SMS. Services offered over Mobile Internet must support the Universal STOP command via SMS; See the MMA Consumer Best Practices Guidelines for additional TMO-105 information on Opt-In for WAP sites. These requirements apply the first time a user tries a specific Service TMO-106 on a specific Short Code. “First Time“ should be interpreted as the first time a user signs up for a Service. NOTE: If, at any time, the user discontinued Service and is now “re- TMO-107 subscribing” they are considered a First Time user and must be presented with applicable Double Opt-in message flow. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 134 of 165 © 2011 Mobile Marketing Association
  • 135. Opt In and Opt Opt-in via IVR in compliance with MMA Consumer Best Practices TMO-108 Out via IVR Guidelines is an acceptable option for opting into standard and premium Services. Opt-in via IVR for Chat-related Services will be reviewed on a case-by-case basis. All other guidelines and provisions of the MMA Consumer Best Practices Guidelines and D2C Go-toMarket guidelines apply. Standard Rated Program Guidelines One Time EventStandard rated programs are where the MT generated from the TMO-109 Non-Recurring request does not result in a premium-billing event. Standard rated programs are one-time events are where an MO from a Customer generates a single MT and the impact to the Customer is a decrement to his/her text messaging bucket. Standard rated one time event Services are Single Opt-In. The following guidelines apply: Programs must adhere to key guidelines specific to opt-ins (refer to TMO-110 Section 7.1). “Msg&Data Rates May Apply” must be advertised in any call to action TMO-111 and reflected in the Initial/Welcome MT. Identification of Program Sponsor and/or Service Name. TMO-112 While HELP and STOP commands are not required disclosures in the TMO-113 messaging flow, these commands must be supported for all campaigns. Recurring Recurring MT programs are programs where one or more MO from a Messages – Customer generates multiple MTs – essentially the user has opted in Subscription to receive ongoing messages. The impact to the Customer is a Services decrement to his/her text-messaging bucket with each recurring message. These Services are Single Opt-In except for Web initiated opt-In, which requires Double Opt-In to ensure validation of the owner of the handset. The following guidelines apply: Programs must adhere to key guidelines specific to opt-ins. TMO-114 “Msg&Data Rates May Apply” must be advertised in any call to action TMO-115 and reflected in the Initial/Welcome MT. The Welcome message must clearly state the Program Sponsor and/or TMO-116 Service name, frequency of messages, Help and opt-out information. Individual alerts to users or text MT must include opt-out information TMO-117 if a monthly service reminder MT is not supplied separately. Web opt-in requires double opt-in via PIN delivered to handset and TMO-118 entered into website or affirmative follow-on via MO. Premium Services result in a premium-billing event to the Customer. TMO-119 Premium Premium Services, with the exception of Chat that has specific Rated Program requirements, have the following pricing requirements: Guidelines Please see carrier specific maximum price per billing event and type. TMO-120 Please see carrier specific billing notifications regarding dollar TMO-121 increments that should initiate spending notifications to consumers. “Trial” offers are allowed. At the end of the trial a user must be TMO-122 notified by SMS that the trial has ended. The user must affirmatively opt-in to continue the Service. If the user does not respond, the lack Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 135 of 165 © 2011 Mobile Marketing Association
  • 136. of response must be treated similar to a STOP command (and no charge may be applied to the subscriber for the trial). One Time Event In these programs a user generates an MO based on a call to action. TMO-123 Non Recurring The MT generated from the request is non-recurring and PREMIUM rated. These Services are Single Opt-In. The following guidelines apply: Programs must adhere to key guidelines specific to opt-ins. TMO-124 Full disclosure in Call to Action of Price, Billing Period, and Frequency TMO-125 (if applicable). Disclosure in Call to Action and in Initial/Welcome MT of “Msg&Data TMO-126 Rates May Apply.” The Welcome Message must clearly state the Program Sponsor and/or TMO-127 Service name, pricing, and frequency of messages, Help and opt-out information. Billable event occurs on the MT – MT must be generated to confirm TMO-128 charge for user. While HELP and STOP commands are not required disclosures in TMO-129 messaging flow, these commands must be supported for all campaigns. Spending limit cap notifications apply. TMO-130 Customer support information must be supplied in the form of a toll TMO-131 free number. NOTE: Such programs are reviewed on a case-by-case basis and TMO-132 premium charges based on single opt-in will only be accepted where circumstances are appropriate for waving the double opt-in (e.g., live events). NOTE: Premium rated one-time services and premium rated billed per TMO-133 message services require spending limit cap notifications. See example Premium One-Time Event: Section 4.1 TMO-134 Recurring These programs are allowed on a case-by-case basis; however it is TMO-135 Events Billed highly recommended you consider simply offering the program as a Per Message Subscription Service (see section on PSMS Subscription Services). These Services are Double Opt-In. In this Service, a user generates an MO based on a call to action. Result is typically a “welcome” message with each message thereafter billed at a premium. The following guidelines apply: Campaigns must adhere to key guidelines specific to opt-ins. TMO-136 Full disclosure in Call to Action of price, billing period, and frequency TMO-137 (if applicable). Disclosure in Call to Action and Initial/Welcome MT of “Msg&Data TMO-138 Rates May Apply.” In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-139 to the opt-in prompt. The Initial/Welcome Message must clearly state the Program Sponsor TMO-140 and/or Service name, pricing, billing period, and frequency of messages. The Confirmation Message (2nd MT) must confirm the purchase and TMO-141 pricing, and include HELP and STOP information. Spending limit cap notifications apply. TMO-142 Customer support information must be supplied in the form of a toll TMO-143 free number. Recurring In these programs, a user generates an MO based on a call to action. Messages Result is a “welcome” message indicating opt-in for a “subscription” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 136 of 165 © 2011 Mobile Marketing Association
  • 137. Subscription that is auto renew. These Services are Double Opt-In. The premium Services transaction is a one-time event per subscription cycle. The following guidelines apply: Double Opt-In to Service is required and must follow messaging TMO-144 disclosure guidelines referenced. Premium must be charged on a single “Confirmation” MT at the price TMO-145 point approved for the program – premium cannot be “spread” over multiple messages. Subsequent premiums must be applied on anniversary date of TMO-146 Customer. Services cannot charge full premium rate for mid-cycle activation. TMO-147 Full disclosure in Call to Action of Price, Billing Period, and Frequency TMO-148 (if applicable). Disclosure in Call to Action and Initial/Welcome MT of “Msg&Data TMO-149 Rates May Apply.” The Initial/Welcome Message must clearly state the Program Sponsor TMO-150 and Service name, Pricing, Billing Period, and Frequency of messages. In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-151 to the opt-in prompt. The Initial/Welcome Message must include contact details for the TMO-152 program sponsor – either toll free number, website address, or Help via text message with resulting Help MT that contains required contact details. Customer support information must be supplied in the form of a toll TMO-153 free number. The Confirmation Message (2nd MT) must confirm the purchase and TMO-154 pricing and include opt out/STOP information. Monthly Reminder/Auto Renewal message is required for premium- TMO-155 rated subscription-based services. The renewal message must contain “reminder” of Service information including pricing, HELP, STOP, and provider contact information in the form of a toll free number NOTE: No Service may advertise or operate a “minimum subscription TMO-156 period.” Customers can leave a Service at any time; no terms or conditions can state or imply otherwise. Multiple If you offer multiple Services that are subscription based, you must Subscription expressly disclose to the Customer each time they sign up for a new Services subscription Service: Customers signing up for a Service must clearly understand there are TMO-157 multiple Service offerings; T&Cs must be supplied to users for each Service offering and an TMO-158 affirmative response is required by the user for each service offering. Pricing and Billing frequency MUST be in bold in the T&Cs; Customers enrolled in Services that request enrollment in additional TMO-159 Services must be supplied with information about any current Service(s) that they are enrolled in through your connection, remaining credits, etc.; and Customers must follow separate affirmative double-opt in flows to TMO-160 sign up for additional plans. Premium In “Chat” Services, a user is invited to join a Chat Service. This TMO-161 Messaging Chat includes but is not limited to Operator, Peer2Peer, Operator Guidelines Moderated Group. “Chat” is inclusive of Services such as Tarot, Psychic, Astrology, “What a star would say”, etc. These Services are Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 137 of 165 © 2011 Mobile Marketing Association
  • 138. Double Opt-In. The following must be taken into consideration for Chat Services: Monthly subscription or per message billing are the only valid billing TMO-162 options; Chat services must adhere to the T-Mobile per message price cap; TMO-163 Content Provider is responsible for enforcing the maximum allowable TMO-164 dollar amount for a single Chat Service in a month period based on anniversary date of the Customer; Notification of accumulated charges must be sent as dictated by T- TMO-165 Mobile. This message should supply disclosure to user they have accumulated specified dollar amount (or relevant derivative) along with relevant opt-out information and HELP command; The Customer must be notified and must opt-in for premium charges that they incur after each spending notification. These additional “continuation” messages must:  Express dollar amounts reached, not the number of messages billed;  Present cumulative premium charge dollar amounts ;  Tally charges based on the anniversary date of initial sign up. Example: user signs up for Service on Jan 12th, 2009 all months will end on the 12th of each month;  If the Customer does not reply affirmatively to continuation message the system must pause the Chat Service until the anniversary date;  No further MTs can be sent to a Customer until affirmative response to continuation message is provided by the Customer. If the Customer does not attempt to Chat, no additional messages may be sent. The Chat participant must be considered in a PAUSED status; and  HELP and OPT OUT keywords must be included in the continuation message; Suggested keywords are the same as the opt-in keywords defined TMO-166 above. In addition, MORE or CONTINUE should be supported as re- opt-in words; Regardless of status (Paused or Active), the Customer must be able to TMO-167 opt-out of the program at any time. While the Customer is in PAUSED status, Customer cannot incur any TMO-168 further premium messaging charges; Service Providers are strictly prohibited from queuing messages that TMO-169 are attempted to be sent to a PAUSED Customer and transmitting them to the user later; Toll free number is required for customer support and must be TMO-170 disclosed in Help MT. Double opt-in is required; first MT must disclose pricing, opt-out TMO-171 information, message frequency and user MUST respond with YES to complete activation; Premium for “registration” messages are NOT allowable. All TMO-172 messages related to registration, establishing a profile, etc. must be standard rated; MT can only be sent as a response to an MO from user; TMO-173 Operator Chat applications CANNOT “self-generate” MT’s; TMO-174 Customers must be opted-out after 90 days of inactivity. An TMO-175 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 138 of 165 © 2011 Mobile Marketing Association
  • 139. informational message informing the Customer of the automatic opt- out may be sent; and Chat participants must have the ability to report and block members. TMO-176 In addition to the aforementioned requirements and policy, below are TMO-177 additional details related to various Chat Services. Note: for Chat monthly subscription bundles, MT can indicate date for next billing period when Chat availability resumes (see MMA Consumer Best Practices Guidelines for examples). Match Many Chat Services seek to incorporate notification services whereby TMO-178 Notification a Customer signs up for Chat and is, on a recurring basis, sent Functionality notification (e.g., “match”) messages. These messages are typically designed to encourage ongoing interaction with the Service and tend to be premium in nature. The following items are required: “Notification” functionality may be offered as part of an overall Chat TMO-179 Service only if the messages are treated as standard rated. In this instance no more than 5 notification messages can be sent in a 24hr period; “Notification” functionality is allowed only as an independent element TMO-180 to an overall Chat Service. One should liken them to recurring alerts with their own independent double opt-in flow in addition to any flow an end-user may follow for the initial sign-up of the Chat Service; and Chat Bots are prohibited except in connection with setting up a user TMO-181 profile or to provide user notifications in conjunction with notification functionality. Group/ Group Chat Services are typically designed so that many premium TMO-182 Community messages are distributed to a Customer only after the Customer has Chat initiated interaction with a member of the group. The following items are required: These Services can only be offered under Monthly Subscription TMO-183 models. Per message premium Group Chat is not allowed; Operator and/or “Chat Bot” enabled Group Chat is strictly prohibited; TMO-184 only Services whereby there is a legitimate group of Customers is allowed; and Group Chat Services must be moderated 24x7 for compliance with the TMO-185 D2C agreement, the playbook, and all applicable laws and regulations. Chat Advertising Service Advertising for Chat programs may not imply that content TMO-186 that is not permitted under the D2C Agreement is available as part of the Chat. For operator assisted Chat, appropriate disclosure should be made in the advertising and T&Cs of the program: e.g. “this Service employs operators who are paid to participate in the Chat.” Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 139 of 165 © 2011 Mobile Marketing Association
  • 140. Additional Program Guidelines Sweepstakes Premium and Standard rated sweepstakes are allowed on a case-by- TMO-187 and Contests case basis upon approval by T-Mobile. Premium sweepstakes may only be considered if end user participation is incorporated (e.g. a poll/vote/trivia game) or receives a piece of downloadable content for the premium charge with the sweepstakes entry offered as an added benefit. It is the Provider’s responsibility to ensure that a Premium or Standard sweepstakes (permitted by T-Mobile) complies with State and Federal laws governing sweepstakes. Upon T-Mobile’s request at any time, the Provider will be required to provide T-Mobile with additional details evidencing compliance with State and Federal laws governing sweepstakes. Interactive TV Interactive TV (iTV) Services (e.g. voting, text2screen, etc.) are TMO-188 (iTV) allowed as Premium or Standard rated. Premium iTV Services may be Campaigns allowed but approval is on a case-by-case basis. Any approved offering may be required to adhere to all of the following: On-air verbal and visual call out of pricing along with on-air TMO-189 presentation of T&Cs; Services with a price point below a certain amount (see T-Mobile TMO-190 pricing documentation) may be Single Opt-In but those with a price point greater than the specified amount shall be Double Opt-In; and Only supported as one-time events (i.e. standard or premium). TMO-191 “Recurring” charge iTV Service models may not be offered. See the specific guidelines in the MMA Consumer Best Practices TMO-192 Guidelines for additional information on required size, timing and contents of disclosure relating to iTV campaigns. Promotional The offering of promotional SMS-based or complimentary TMO-193 Messaging downloadable content is allowed on a case-by-case basis. Alternate Billing Under the D2C Agreement, alternative billing methods (e.g. Credit Methods Card, PayPal, etc.) are acceptable. These transactions are classified as Company Premium Messages or Company Premium Downloads. To facilitate appropriate management of this method there are specific needs for Service setup in D2C. Should you wish to use an alternative payment method you will need to setup and deliver the transaction over a specific SEND service in D2C. Requirements include: Disclose in the Program Brief that an alternative billing method is TMO-194 required; A confirmation MT that the Customer has had a charge of $x applied TMO-195 to [appropriate billing party] (e.g. Credit Card, PayPal Account, etc.). Charitable Charitable Giving programs are allowed on a case-by-case basis. All TMO-196 Giving Programs charitable giving programs will be required to run over a distinct Short Code. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 140 of 165 © 2011 Mobile Marketing Association
  • 141. Viral or Word of Viral or World of Mouth Marketing campaigns will be supported on a Mouth case-by-case basis. The MMA Consumer Best Practices Guidelines Marketing defines Viral marketing as the communication (via text message or Campaigns other mobile content) in which Consumer A receives a message, identifies Consumer B who they believe will be interested in the message and initiates a process to forward or share the message with Consumer B. Viral marketing campaigns must adhere to the following guidelines: Message forwarded to recipient (Consumer B) must indicate that the TMO-197 message was forwarded by another consumer (Consumer A) and disclose the identity of the sender. If the message forwarded to the recipient (Consumer B) includes any TMO-198 form of downloadable content (ringtones, wallpaper, videos, images, etc.), additional disclosure to recipient must be provided that indicates they may incur data charges. Consumer B must also opt-in to accept message related to TMO-199 downloadable content. Refer to the MMA Consumer Best Practices Guidelines for further TMO-200 requirements. Free to End User FTEU programs will be supported on a case-by-case basis. A FTEU (FTEU) message is provided at no charge to the Subscriber (including Campaigns transport fees but excluding any standard monthly subscription or usage fees paid by the Subscriber to T-Mobile) and does not facilitate the download of Content or Applications sent via the Company Connection through the T-Mobile Gateway, MMSC, or SMSC. Free to End User (“FTEU”) messages and subject to applicable terms and rates in the D2C Agreement. These messages must run over a specific SEND service in D2C. FTEU programs must adhere to the following guidelines: Must run on their own separate Short Code; TMO-201 Single opt-in applies; TMO-202 The message text must state that the message is a Free Message. TMO-203 TMO-204 Download Messaging General There are a variety of ways for consumers to purchase and receive Guidelines content and these may evolve over time. The following sections touch on general guidelines around downloadable content – Ringtones, Wallpaper, Video Clips, etc. ALL Download programs must adhere to T-Mobile requirements, including without limitation, formatting, Handset Specifications, and T- Mobile Network File Size restrictions. No Service may be launched and Services can be suspended immediately without notice, if they do not comply with these requirements. In terms of valid content offerings the following are acceptable at time TMO-205 of publication:  Commonly supported Ringtone formats  Commonly supported Wallpapers (including custom wallpapers)  Commonly supported Animation  Commonly supported Video Clips Use of “Device Not Supported” is only a permissible response in the TMO-206 instance of signifying a specific device is not supported. It is not an acceptable “synonym” response for a Service that is not supported for T-Mobile Customers. In such case, the response should indicate Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 141 of 165 © 2011 Mobile Marketing Association
  • 142. “Program/Application is not available to T-Mobile Customers at this time.” NOTE: All Services are required to identify appropriate handset TMO-207 information and provide optimized content for that handset. “One size fits all” content is not acceptable. Device All download Services require device discovery prior to: TMO-208 Discovery and  Any billing event Support  Any attempt to deliver content to the Customer  Any commitment to a subscription Service If your program utilizes WAP Push, T-Mobile will supply MSISDN and TMO-209 User Agent information in the HTTP header. This information is to be utilized solely for the purposes of identifying handset type and delivering appropriate, supportable content. If your Service does not utilize WAP Push for device discovery, you TMO-210 will be required to implement alternative Web or SMS based discovery methods. (i.e. asking the Customer what handset type they are using in SMS messaging flow; providing a list on website). The only handsets that are eligible for 3rd Party Services through the TMO-211 D2C Program are certified T-Mobile Handsets. Uncertified (e.g. Unlocked and/or “Gray Market” devices) are considered unsupported handsets. NOTE: Providing a demo/sample download is not a sufficient means TMO-212 for device verification. If the Service cannot identify device through appropriate discovery the Service may NOT sell content to the consumer. Download Guidelines by Delivery Type Wap Push for T-Mobile allows use of WAP as a means for delivery of binary content TMO-213 Content (e.g. WAP Push of a ringtone ordered by a Customer). T-Mobile also Delivery allows WAP as a Service offering (WAP Sites/Storefronts). WAP as a Service offering is restricted to T-Mobile Customers with a premium data rate plan. Should your Service utilize WAP for both delivery and/or a Service TMO-214 offering, all binary download delivery must occur over a sub domain with the following naming convention: “d2c.” Primary domains for delivery of binary content are strictly prohibited and these will not be approved for white listing. There is only one distinct field in the Campaign for recording URLs. TMO-215 The “URL” field is for recording customer facing websites, the “d2c” URLs to be white listed for content delivery, and/or any applicable mobile website URLs. Specific URLs should be referenced in the URL field, followed by a description associated with the URL in the “Description” field. Refer to the T-Mobile 3PG Partner Center Campaign Creation tutorial for more details. Programs that leverage a pure WAP billing solution are not required to TMO-216 forward an advice of charge MT to the Subscriber’s handset, but are required to distribute a receipt MT. The receipt MT can be delivered to the Subscriber’s handset up to 2 hours after the WAP billing transaction. WAP Address For downloads of binary content via a WAP Push or WAP page, you TMO-217 White Listing – must supply the URL from which the download of the specific content For Binary will occur to T-Mobile for inclusion into the T-Mobile “White List.” If a Content URL is not White Listed, the URL, including any content therein, cannot be accessed by Customers unless they have a Downloads Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 142 of 165 © 2011 Mobile Marketing Association
  • 143. premium data rate plan. White Listed URLs may only be used to facilitate the download of binary content to users and may not be used for any other purpose. Qualifiable URLs for the White List are those operating under a sub- TMO-218 domain with the prefix “d2c.” Examples of appropriate naming convention include:  https://d2c.wap.bobsringtones.com  https://d2c.bobsringtones.com NOTE: Wild carded sub-domains or IP WAP addresses are not allowed TMO-219 or considered valid to be on the White List. Your Service must adhere to the aforementioned naming convention. All industry standard domain extensions (.com, .net, .tv, .mob) are supported. Billing for Billing events for transactional (one time) downloads cannot be TMO-220 Content triggered until the “last byte” has been delivered through the D2C Delivery and Gateway. Any billing prior to delivery of content is considered a Notification Service out of compliance and will be handled accordingly by T-Mobile (e.g., suspension, termination, etc.). Providers should integrate with the Partner Publisher system through TMO-221 D2C to assure that consumers are eligible for Direct-to-Consumer billing prior to initiating a transaction. Additionally, the appropriate purchase request must be utilized under TMO-222 this scenario. One-time download transactions require a two-phase purchase request in which the request is “authorized” in the initial step and the purchase is completed after the successful delivery of content to the subscriber. Premium Download Guidelines Premium Premium Download – One Time Event typically involves a Customer TMO-223 Download – One buying a piece of content from a Website or other Call to Action (e.g. Time Event / magazine advert.) on a transactional, non recurring basis. Non Recurring Implementation of this program includes the following characteristics: Double Opt-In is required for one time premium downloads. TMO-224 Premium billing event must occur after download of content (i.e. TMO-225 last byte through Gateway). Premium billing event notification must include Customer Support TMO-226 contact information. (Refer to Customer Support section for further requirements). “Next Best” models are not allowed - Service must deliver content TMO-227 Customer has requested prior to any billing for delivered content. Any Services involving Web as a POS MUST include clear disclosure of TMO-228 pricing, and terms and conditions, etc. Pricing disclosure must be in a manner prominent to the Customer before they engage in any purchase flow. Essentially a Website is considered a form of advertising and, therefore, must comply with all Service Advertising requirements and MMA Consumer Best Practices Guidelines. “Pre-Populated” check boxes related to the purchase path or TMO-229 registration for an account is NOT allowed. Users must affirmatively check boxes to signup, opt-in, etc. All Services, including those involving WAP or other call to action must TMO-230 include clear disclosure of pricing and MMA Consumer Best Practices Guidelines. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 143 of 165 © 2011 Mobile Marketing Association
  • 144. Purchase of, for example, a ringtone cannot be deemed an “opt-in” to TMO-231 receive other information, promotions, etc. – It is a one-time event. If you want to have an “opt-in” you need to include a request in your message whereby the user “opts-in” through a separate affirmative response to receive additional messages. Content purchased by alternative billing arrangement (e.g. Credit TMO-232 Card, Pay Pal, Prepaid Card, and/or “PIN” Services) are allowed but must be transmitted over a unique service setup in D2C and communicated to T-Mobile per the Program Brief process. Additionally, the following guidelines apply to the messaging flow for premium rated downloads – one time events: Programs must adhere to key guidelines specific to opt-ins (refer to TMO-233 Section 7.1). Full disclosure in Call to Action of Price, and Billing Period. TMO-234 The Initial/Welcome Message must clearly state the Program Sponsor TMO-235 and Service name, Pricing, Billing Period, and Frequency of messages. In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-236 to the opt-in prompt. The Initial/Welcome Message must include contact details for the TMO-237 program sponsor – either toll free number, website address, or Help via text message with resulting Help MT that contains required contact details. The Confirmation Message (2nd MT) must confirm the purchase and TMO-238 pricing and include opt out/STOP information. Customer support information in the Help MT must be supplied in the TMO-239 form of a toll free number. NOTE: Billing event can only be triggered AFTER user has successfully TMO-240 downloaded the content. Premium Subscription Services for downloadable content are permitted. In Download – addition to considerations outlined previously in this Playbook, below Recurring are some additional program characteristics that are required for Messages/ subscriptions: Subscription Service Programs must adhere to key guidelines specific to opt-ins (refer to TMO-241 Section 7.1). Double opt-in to Service is required per guidelines outlined TMO-242 previously and must be affirmative in nature. “Next Best” models are not allowed. TMO-243 Auto renewing, weekly billing cycles are NOT allowed; minimum TMO-244 subscription cycle is one month. Full disclosure in Call to Action of price, billing period, and frequency TMO-245 (if applicable). Disclosure in Call to Action and Initial/Welcome Message of TMO-246 “Msg&Data Rates May Apply.” In Initial/Welcome Message (1st MT), pricing must be disclosed prior TMO-247 to the opt-in prompt. The Initial/Welcome Message must clearly state the Program Sponsor TMO-248 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 144 of 165 © 2011 Mobile Marketing Association
  • 145. and/or Service name, pricing, billing period, and frequency of messages. The Confirmation Message (2nd MT) must confirm the purchase and TMO-249 pricing and include HELP and STOP information. Customer support information must be supplied in the form of a toll TMO-250 free number. Users on subscription cycles MUST receive a Notification message at TMO-251 time of renewal per MMA Consumer Best Practices Guidelines (e.g., at least 24 hours in advance of the renewal charge being applied to the phone bill). This message must be sent to the Customer’s handset and contain: Name of Service, subscription and frequency (e.g. monthly), disclosure that it’s being renewed, advice of charge, opt-out details and HELP. NOTE: No Service may advertise or operate a “minimum subscription TMO-252 period.” Customers can leave a Service at any time; no T&Cs can state or imply otherwise. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 145 of 165 © 2011 Mobile Marketing Association
  • 146. Promotional The offering of promotional or complimentary downloadable content TMO-253 Download is allowed on a case-by-case basis. To facilitate appropriate Messaging management of this method there are specific needs for Service setup in D2C. A distinct send-only service will be required for the delivery of the content. The message rating may be designated as Promotional Download TMO-254 Messaging only if the transaction is a one-time only event tied to a specific promotional campaign around a “non-mobile” product or Service. If the Content Provider is part of the mobile media and marketing industry the message rating is considered Company Premium Download messaging. Mobile Internet Mobile Internet sites offering premium Services and/or content TMO-255 Browsing – WAP discovered via browsing are permissible. These URLs will NOT BE Storefronts White Listed and only accessible to Customers with a T-Mobile premium data rate plan. SMS Messages Distribution of WAP Services and URLs embedded in text TMO-256 with Embedded messages is allowed but the offerings are restricted to T- URLs Mobile subscribers with a premium data rate plan. Examples of allowable embedded links include, but are not limited to: Mobile “Browse Buy” storefronts for Binary Content (i.e. TMO-257 downloadable content); Mobile Blogging Sites whereby a user accesses the site via WAP; TMO-258 Location Services incorporating embedded links to maps, traffic, etc. TMO-259 in SMS results; and WAP based Chat. TMO-260 If your Service offers a WAP experience in conjunction with a TMO-261 Premium Charge you must verify the end user can access the WAP portion of the Service prior to any Service commitment or billing event. It is the Provider’s responsibility to verify that the user can access the WAP portion of the Services prior to any Service commitments or billing events. Application and game sales, non-networked and networked, may be Applications permitted under the following conditions: All games and applications must be certified through the T-Mobile TMO-262 approved third party application certifier – True North Services (TNS). TNS manages the end-to-end certification of all games and applications to be distributed Off-Deck. A separate business agreement will need to be established between you/your client and TNS. TNS charges per application/game build tested and bills its partners for completed tests on a monthly recurring schedule; Game and Application certification is independent of D2C (D2C) TMO-263 campaign approval and certification. It is advised your game or application be submitted for approval by T-Mobile through the program brief process prior to certification with TNS; After a build passes testing, it is "stamped" and watermarked by TNS. TMO-264 Once an application or game is stamped and watermarked, it can be distributed at will provided the accompanying Short Code has been provisioned and the campaign certified via the D2C program; Networked games and applications will differ slightly than non- TMO-265 networked games and applications in that certification of networked applications/games through TNS does not guarantee distribution via the D2C program. If a networked game or application is being offered, a Program Brief will need to be submitted and the campaign certified via the normal D2C process; Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 146 of 165 © 2011 Mobile Marketing Association
  • 147. Networked games and applications may only be accessed by our TMO-266 Premium Data Rate Plan subscribers via a non-white listed WAP URL (refer to section 11.4). Game and Application certification through TNS takes approximately TMO-267 3 weeks. This must be factored into the overall campaign go to market timeline when determining a campaign launch date; All policies in the Playbook apply to any application offerings available TMO-268 through 3rd Party Content sites; and Application sales are allowed through One-Time purchase and TMO-269 Subscription models consistent with Section 9. Alternative models, such as, but not limited to “Rental”, “Try and Buy”, “Buy a level”, etc. are not permitted. T-Mobile requires that all Direct to Consumer programs be tested TMO-270 Testing and internally by the content provider and externally by a T-Mobile Certification sanctioned testing house. The external testing and certification process is managed jointly by T-Mobile and a third party. Service Audits All Services running on T-Mobile’s network are routinely monitored TMO-271 and Compliance and audited for compliance with MMA Consumer Best Practices and T- Mobile Playbook policies. At a frequency determined by T-Mobile, additional random audits may be required of all Services in Market. If at any time production Services are found out of compliance with the Playbook or D2C Agreement they may be suspended immediately without prior notification. This is a zero tolerance policy. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 147 of 165 © 2011 Mobile Marketing Association
  • 148. D2C Examples Correct Short Code Use Examples: Short Codes Section 6.1 Below are several examples of how Short Codes may be used: Content Content Same Short Code Allowed Provider/Service Provider/Service Bob’s Daily Horoscope Bob’s Daily Weather Yes – T-Mobile will support both (Standard-rated) Alerts (Premium-rated) Standard-rated and Premium-rated services under the same Short Code but that Short Code must be Premium rated. Bob’s Daily Hip Hop Bob’s Ringtones Yes – T-Mobile will support multiple Alerts (Standard-rated) (Standard-rated) Services for the same Client under the same Short Code provided a unique Offer Description for each Service is passed through in the purchase request. Refer to Section 6.5 for details. Bob’s Ringtones Bob’s Chat No – Chat Services must be reflected on separate Short Code. Bob’s Downloads Jack’s Downloads No – Cannot support multiple Content Providers or Clients on the same Short Code. Bob’s Daily Horoscope ABC Org Mobile Giving No – Mobile Giving campaigns cannot run under a Short Code that is also used for commercial services. Universal HELP Command Example: Section 5.1 MO Help MT Bob’s Movie Trivia Game. To start reply PLAY. To quit reply Std STOP. For customer support contact support@bobstrivia.com. Msg & Data Rates May Apply. MT DL Bob’s Tones: $9.99 for 8 tones/mo. 4 credits left. Quit? Txt Std Sub STOP. Support? Call 18881234567 or visit www.bobstones.com. Msg & Data Rates May Apply. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 148 of 165 © 2011 Mobile Marketing Association
  • 149. Double Opt-in Example: Section 7.2 CTA Text 12345 for a weather alert each day from Weather Pro. Subscription service for $4.99/mo + Msg & Data Rates May Apply. MO 12345 Weather Std MT You have requested Daily Weather Alerts from Weather Pro. Std Subscription service is $4.99/mo + Msg & Data Rates May Apply. To agree reply ‘Yes’. For help text HELP. MO Yes Std MT Welcome! You’re subscribed to Weather Pro’s Daily Weather $4.99+std Alerts at $4.99/mo. 1st alert will arrive shortly. To end alerts text ‘STOP’. HELP MT Daily Weather Alerts. $4.99/mo + Msg & Data Rates May Apply. Support: 888-123-4567. To quit text STOP. Std Std Rate One Time Event Example: Section 8.1 CTA Text 12345 with your comment to see it live on ABC’s Jumbotron. Msg & Data Rates May Apply. MO 12345 – This place rocks! Std MT ABC Jumbotron: Thanks for your message. Keep your eye on Std the Jumbotron – it will be up there soon. Msg & Data Rates May Apply. Text HELP 4 info, STOP to cancel. Std Rate Subscription: Section 8.2 CTA Text “Bob” to 12345 to sign up for Bob’s Movie Alerts. Up to 3 messages/week. See www.bobsmovies.com for more info. Msg & Data Rates May Apply. MO Bob to 12345 Std MT Welcome 2 Bob’s alerts! You’ll get your first new movie alert Std soon and then 1 new msg daily. Text HELP 4 info STOP to cancel. Msg & Data Rates May Apply. Premium One-Time Event Example 1: Premium text to Jumbotron – Section 9.1 CTA Text 12345 to see your message on Mega’s Jumbotron. $.99/message + Msg & Data Rates May Apply. MO 12345 – Yo, check me out I am so freakin cool. Std MT Mega Jumbotron. $.99/message. Thanks for your message. Your .99 + Std text will appear shortly. $.99/message + Msg & Data Rates May Apply. Text HELP 4 info, STOP to cancel. HELP MT Mega Jumbotron. $99/message + Msg & Data Rates May Apply. Text Screen Inc.: 888-123-4567. STOP to cancel. Std Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 149 of 165 © 2011 Mobile Marketing Association
  • 150. Premium One-Time Even Example 2: Premium text to vote – Section 9.1 CTA NBC Celebrity Guest Vote. Text 12345 to vote for your favorite celebrity guest. $.99/message + Msg & Data Rates May Apply. MO 12345 – John Laberblaster Std MT NBC Celebrity Guest Vote: Thanks for your message! Your vote .99 + Std has been counted. $.99 + Msg & Data Rates May Apply. Text HELP 4 info, STOP to cancel. HELP MT NBC Celeb Guest Vote. $99/vote + Msg & Data Rates May Apply. Support: 888-123-4567. STOP to cancel. Std Premium Recurring Events Billed Per Message: Section 9.2 CTA Bob’s Daily Weather Alerts. Text 12345 for a weather alert each day. Each alert is $.99 + Msg & Data Rates May Apply. MO 12345 Weather Std MT Daily Weather Alerts from Bob’s Alert Services. Each alert is Std $.99/alert ($30.00/mo). Msg & Data Rates May Apply. To agree reply ‘Yes’. HELP 4 info. MO Yes MT Welcome. Your 1st alert will arrive shortly. $.99/alert. To end Std alerts text ‘STOP’. Support: 888-123-4567. MT Alert 1 $.99+Std MT Alert 2 $.99+std Accrued You’ve spent $X.XX so far this month on Daily Weather Alerts Std Charge (.99/daily alert = $X.XX/mo). Msg & Data Rates May Apply. Notification Text ‘STOP’ to end. Text ‘HELP’ for help. Premium Recurring Message Subscription Service Example: Section 9.3 CTA Bob’s Daily Weather Alerts. Text 12345 for a weather alert each day. Subscription service for $4.99/mo + Msg & Data Rates May Apply. MO 12345 Weather Std MT You have requested Bob’s Daily Weather Alerts. Subscription Std service is $4.99/mo. Msg & Data Rates May Apply. To agree reply ‘Yes’. For help text HELP. MO Yes Std MT Welcome. You’re subscribed to Bob’s Daily Weather Alerts at $4.99+std $4.99/mo. Your 1st alert will arrive shortly. To end alerts text ‘STOP’. MT Alert 1 Std MT Alert 2 Std Help MT Bob’s Daily Weather Alerts at $4.99/mo + Msg & Data Rates Std May Apply. Reply STOP to quit. Support: 888-123-4567. Anniversary You are currently subscribed to Bob’s Daily Weather Alerts. $4.99+std or EOM Alerts are $4.99/mo + Msg & Data Rates May Apply. Text ‘STOP’ to quit at any time. Support: text HELP or contact 888- 123-4567. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 150 of 165 © 2011 Mobile Marketing Association
  • 151. Premium Chat Example: Section 9.5 CTA Fun Chat: Text 12345 Chat to chat with amazing people. .99/message + Msg & Data Rates May Apply. MO 12345 Chat Std MT Welcome to Fun Chat. You will be charged .99/message .Std received. Reply with your name to start chatting with amazing people. STOP to quit. Txt HELP for help or call 888-123-4567. Msg & Data Rates May Apply. MO 12345 Bill Std MT “Hi Bill, I’m Summer. What are your hobbies?” .99 MO “Hi Summer. I like to monoski. It’s so cool.” Std MT “WOW! I monoski too. What kind of ski do you have?” .99 MT Service notice – you have spent $25.00 to date this month. This Std ($25.00) service is $.99/message received + Msg & Data Rates May Apply. To continue text ‘continue’. Support: 888-123-4567. MT Service notice – you have spent $50.00 to date this month. If Std ($+25.00 you agree to continue using this service text ‘continue’. ) Support: 888-123-4567. MT Service notice – you have spent $75.00 to date this month. You Std ($+25.00 have hit your service limit for the month. You may continue ) using next month. Support: 888-123-4567. Premium One-Time Download Event Example: Section 11.6 CTA Text 890 to 12345 for “Evening Lights” ringtone by Bob Zigby at $1.99 + Msg & Data Rates May Apply. MO ‘890’ to 12345 Std MT You have requested “Evening Lights” at $1.99 per download. To agree, reply ‘Yes’. Msg & Data Rates May Apply. Text HELP for help. MO Yes WAP User clicks and initiates download Push MT (after last byte and delivery notification) Thanks for your order. $1.99 $1.99 + Msg & Data Rates May Apply. For support call Bob’s Tones: 888-123-4567. To quit text Stop. Alternative Payment Example: Section 11.6 CTA (Website) Enter your credit card information and choose “Evening Lights” ringtone by Bob Zigby at $1.99 + Msg & Data Rates May Apply. MO User enters credit card information on website WAP User clicks and initiates download Push MT [Advice of charge sent over designated send service for Std alternative payments] (after last byte and delivery notification) Thanks for your order. $1.99 will appear on your next Credit Card bill. Msg & Data Rates May Apply. For support call Bob’s Tones: 888-123-4567. To quit text Stop. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 151 of 165 © 2011 Mobile Marketing Association
  • 152. Web Initiated Opt-In Example: Section 11.6 CTA User sees an advertisement and visits the Ringtone.com website. Initial opt-in User chooses to buy the subscription ringtone package by Std clicking the “buy” button. User is asked to agree to T&Cs, select their carrier, and enter their cell phone number. Initial MT Ringtone.com – 20 credits for $9.99/month. Msg & Data Std Rates May Apply. Your PIN is XXXX enter at website or Reply “Yes”. Text HELP for Help. Support: Ringtone.com or call 555-222-3333. Double opt-in User enters PIN on website or responds “Yes” to Short Code Std Confirmation You are subscribed to Ringtone.com at $9.99/month! $9.99 + MT Support? 555-222-3333. HELP 4 Help, Text STOP to end. Std T-Mobile Certification T-Mobile requires that all Direct to Consumer programs be tested internally by the content provider and externally by a T-Mobile sanctioned testing house. The external testing and certification process is managed jointly by T-Mobile and a third party. T-Mobile Audit All Services running on T-Mobile’s network are routinely monitored and audited for compliance with MMA Consumer Best Practices and T-Mobile Playbook policies. At a frequency determined by T- Mobile, additional random audits may be required of all Services in Market. If at any time production Services are found out of compliance with the Playbook or D2C Agreement they may be suspended immediately without prior notification. This is a zero tolerance policy. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 152 of 165 © 2011 Mobile Marketing Association
  • 153. AT&T Provisioning Section Guideline MMA ID AT&T AT&T reserves the right to assess penalties up to and including ATT-01 Customer removal from the AT&T network for failure to adhere to MMA Experience CBP, AT&T CEP and policies or any activity by aggregators, Policy (CEP) content providers or affiliates that AT&T deems inappropriate. for 3rd Party Content Providers Refund AT&T has set a maximum refund threshold that all aggregators ATT-02 Threshold are required to operate within. High refunds are indicative of poor mobile product offerings and/or poor consumer experiences. High refunds are also related to questionable customer acquisition practices (incentive and/or stacked marketing). Premium Rate AT&T ability to waive double opt-in: ATT-03 Program In certain limited instances, AT&T may waive the double opt-in Double Opt-in on a program-by-program basis:  A current exception to the double opt-in practice is a mobile ATT-04 interaction with the call to action for network television programming. A premium charge call to action integrated with programming must be a single opt-in when the call to action contains the following conditions: o A Mobile Originated message with a premium price at $0.99 or below. o Interaction is transaction based messaging and is not subscription based. o On air call to action and advice of charge need to be clearly stated, inclusive of both visual and verbal – text size (10 font minimum), placement (prominent), and length of time on air (10 seconds). o Premium elements of the program are only offered during the broadcast. o A thank you/confirmation message including advice of charge must be sent following the MO AT&T Double opt-in parameters: ATT-05  WEB Opt-in o All pricing and billing periods/terms of the third party content must be clearly and conspicuously disclosed immediately adjacent to any customer submission field (i.e. phone number field or PIN code field). Clear disclosure of the pricing and billing period/term must not be on an additional page nor shall it be located on a page that would require the customer to scroll in any direction. The following terms must be clearly and conspicuously disclosed ATT-06 on any cell phone number submit web page and any PIN code submit web page: The initial and recurring charge of the content being promoted ATT-07 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 153 of 165 © 2011 Mobile Marketing Association
  • 154. Verbiage that additional charges may apply. ATT-08 The customer will be charged automatically with no further ATT-09 action on part of the customer. The term of which the charge will automatically be made to the ATT-10 account in the absence of cancellation of the service/plan. Indication the customer will continue to received the charges ATT-11 until the customer cancels the service/plan. Instruction on how to cancel the service/plan. ATT-12 Disclosure of the mechanism for charging the customer (e.g. “on ATT-13 your cell phone bill or deducted from your prepaid balance on your cell phone account”). All purchases must be authorized by the account holder. ATT-14 Terminology as such to ensure the account hold approves of the opt in of any third party campaigns must also be clearly disclosed on any cell phone number submit web page and any PIN code submit web page. An internet hyper-link to the terms and conditions must be ATT-15 present on every cell phone submit page and PIN code submit page in the internet order path. AT&T Upon successful opt-in of service, a confirmation message must ATT-16 Confirmation be sent to new customer. Confirmation messages sent to AT&T Messages subscribers at minimum must contain: Name of product and / or service ATT-17 Total price & subscription terms ATT-18 Instructions for terminating service (including a generic stop ATT-19 command) Any premium subscription alert service must execute an alert to ATT-20 the opted in customer immediately after the customer has opted in. This alert should be a content alert and should be in addition/separate from the confirmation message. AT&T Opt-out  Any opt-out request must be instantaneous with the ATT-21 Requirements exception of email, which must be processed within 24 hours.  Subscribers must be able to opt-out by calling one of the ATT-22 following: Connection Aggregator, content provider (company providing content via Connection Aggregator bind), AT&T customer CARE.  Content Providers must provide AT&T customer service reps ATT-23 with the ability to systematically remove a subscriber from a program – not requiring the customer to take action on their own.  An MT message confirming the opt-out must be sent to the ATT-24 subscriber - this cannot be a premium message. This message must indicate that the subscriber has not been charged and will not incur further charges or further communications from the subscriber. This message must be non-billable to the subscriber. Subscription AT&T has put in place a subscription migration policy that applies ATT-25 Migration to aggregators that have content providers migrating from one Policy aggregator to other(s). This applies directly to content providers that are selling subscription-based services through DirectBill, and intend to change the merchant of record for an existing subscriber base. The also applies to changing subscription based product ID (QVPID) for the existing merchant of record, or Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 154 of 165 © 2011 Mobile Marketing Association
  • 155. changing the price point of a subscription offer. Any content providers that wish to migrate their services off of ATT-26 one aggregator and onto a different aggregator must submit their intentions to migrate to both aggregators prior to any submission of migration to AT&T. In addition, a letter of authorization must be submitted to AT&T to confirm the migration. There are two high level requirements for migration of a ATT-27 subscription:: Retain the subscribers’ anniversary date of the subscription ATT-28 Minimize subscriber confusion ATT-29 The DirectBill merchant must be capable of using the DirectBill ATT-30 Subscription and Refund Management API (SRM API). Each aggregator should have received a document from AT&T ATT-31 CTO team outlining the step-by-step procedures on migrating an existing customer base. Please refer to that document or request a document with those directions prior to migrating. A short code migration request may take up to thirty (30) days ATT-32 from the date the Provider provides the short code Proof of Ownership letter to AT&T. Upon completion of the short code migration, AT&T will communicate the specific migration date to the Provider. The change in Provider billing will take affect on the specific migration date and no Provider billing adjustments/credits will be made on the monthly invoice from AT&T. AT&T may also set up maintenance fee(s) for such migrations ATT-31.5 that occur. Additional All aggregators are required to follow the AT&T subscription ATT-33 Subscription policy. This policy states that any synchronous-event based Considerations products must be compliant with AT&T subscription API through Qpass. This will allow AT&T to subsequently control the renewals of customer subscription as well as allow AT&T customer service to more efficiently identify and manage off portal subscription campaigns in the case an AT&T customer calls in about the off portal service. Aggregators and content providers should be discouraged in pushing through ‘item’ charges on a recurring basis to get around the subscription policy. Program Price AT&T has set a maximum price point for subscription programs. ATT-34 Points Aggregators must adhere to the approved price point set for their respective programs. AT&T reserves the right to change the maximum price point by ATT-35 program type at any time. Subscription Subscription programs must be monthly (not daily, weekly, ATT-36 Periods quarterly, annually), unless mutually agreed by AT&T and the Content Provider.  AT&T does not support daily subscriptions. Daily messages ATT-37 must be prepaid in predefined bundles or charged one monthly fee.  Program offering daily premium messages must be bought in ATT-38 prepaid buckets or in one monthly subscription.  The result of a single sign-on process is one single ATT-39 subscription service, and rules apply for each single subscription service  There must be no minimum subscription period associated to ATT-40 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 155 of 165 © 2011 Mobile Marketing Association
  • 156. programs. Pro-ration is not required if properly disclosed in content providers terms and conditions.  Programs offering trial periods must not charge any ATT-41 premium charges until after the trial period has completed and the subscriber has been informed of subscription pricing terms.  The billing period begins on the day in which the subscriber ATT-42 enrolled. If the AT&T subscriber enrolled on the 17th of a given month, their renewal period will be on the 17th of subsequent months.  Service flow and information must not be misleading ATT-43 in any way. Termination of  When AT&T provides a phone number that has been ATT-44 Subscription removed from service, the content provider must remove Services this number from all subscriptions and phone number must not incur any more premium charges.  When a campaign has been designated as ‘Completed’ any ATT-45 existing customers or subscriptions need to be concluded immediately. Completed campaigns will be prohibited from maintaining an active customer base. From time to time AT&T may supply a list of mobile numbers ATT-46 that have been deemed ‘deactivated’ to the aggregators. This list will be encrypted for security. It will be the responsibility of the aggregator to sort that deactivation list accordingly as to send only the numbers effected per content provider to be removed from any existing subscription services. The aggregator (if able) can also remove these numbers from their systems ahead of the content provider. It is strongly recommended that mobile numbers on this deactivation list are sorted as such that only numbers that are assigned to services per content provider are sent to that respective content provider. Aggregators should NOT be either blindly sending the entire list out to all of their content provider or sending lists of mobile numbers that do not apply to content providers that don’t have those mobile numbers included in their subscriptions. Failed Billing In the event that a billing attempt is unsuccessful, the content ATT-47 Retry provider is allowed 5 days after the initial attempt to retry billing the customer. After the 5th day, the failed billing attempt must be handled as a permanent bill failure and all retries must be customer initiated by going through the purchase flow again. Additionally, the content provider should keep logs of all MTs and MOs in case a customer attempts to opt into the service again. General All material terms and conditions of the program are clearly ATT-48 Advertising communicated. Policy for AT&T All requirements for terms and conditions should be ATT-49 located within the T&C’s link or the Terms of Service link. A Billed to Business (free to end user message) must include the ATT-50 words “free message” within the text of the message and also state standard data (kbs) charges still apply when End Users click on a link in the message or End Users browse from their mobile devices.  Service Pricing information is clearly and conspicuously ATT-51 indicated. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 156 of 165 © 2011 Mobile Marketing Association
  • 157.  All advertising, promotional material, and service Help ATT-52 message clearly display the opt-out information. The service is not promoted as “free”, “complimentary”, “no ATT-53 charge”, “without charge”, or any other term that reasonably leads the customer to believe that he or she may receive something of value, entirely or in part without a requirement of compensation in any form, or that tends to convey the impression to the customer that the service/plan is “free” when premium fees are associated with the service that the subscriber will pay with a reasonable level of participation in the program. IF the service/plan or any merchandise is included within a plan/service/subscription, then it must be clearly and conspicuously initially represented to the customer pursuant to his or her authorization of billing for a paid subscription plan, the price of the plan, and its term. For example, a free ringtone offer requiring a customer to subscribe to a monthly subscription plan at a cost of $9.99 per month shall say, “Free ringtone with paid monthly subscription of $9.99/month.” Subscription term and billing interval is specified/disclosed to ATT-54 customer. Pricing in advertisements must be summarized to an estimated ATT-55 total monthly cost. (i.e. “$1/day equals $30/mth”) Notice that the charge will be billed on the customer’s wireless ATT-56 phone bill or deducted from their prepaid balance. Program advertising or its placement must not be deceiving ATT-57 about the functionality, features, or content of the underlying service. Any promotions of ads of any kind must include participating ATT-58 carrier ids and information on handset compatibility. o Programs offering trial periods must make subscriber aware of total cost after trial period in advertisements. o Description of charges must be clear. Must be as prominent as promotional font and must be in close proximity to promo details. Pricing must be clear for each medium the program is promoted: ATT-59 o TV: Must include pricing, terms & conditions and opt- out information with font size as large as promotional font. On air call to action pricing and terms need to be clearly stated, inclusive of both visual and verbal – text size (10 font minimum), placement (prominent), and length of time on air (10 seconds). o Radio: On air call to action pricing and terms need to be clearly stated verbally. o WEB: Must include explicit pricing details, terms s & conditions location and opt-out information on the same page and in close proximity to promotional details. The user must not be required to scroll or click to another page. This information must be in addition to any terms and conditions provided as a link on the website. o WAP: Must include pricing, terms s & conditions and opt-out information on the WAP same page as promotional details. The user must not be required to scroll or click to another page. This information must be in addition to any terms and conditions provided as Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 157 of 165 © 2011 Mobile Marketing Association
  • 158. a link on the website. o PRINT: Must include sponsor identification, explicit pricing details, terms s & conditions location and opt- out information on the same page and in close proximity to promotional details. This information must available in the Advertisement. o SMS: As previously indicated, all pricing, terms s & conditions and opt-out information must be included in the first and all subsequent service messages. Stacked and “Stacked Marketing” is an advertising method in which a ATT-60 Incentive consumer is presented with an initial offer. Once the user signs Marketing up, multiple cross-sell offers are presented (i.e. user signs up for ringtones on short code 12345 and then the user is presented with like offers on short code 23456) within the same user flow. This type of marketing method has a negative consumer experience impact, thus, will not be permitted. “Incentive Marketing” is an advertising method in which a ATT-61 consumer is presented with an incentive (i.e. free iPad, IQ Quiz result, love match, etc.) if they sign up for a mobile product/service. If an “incentive” is being offered, then it must be delivered once the user complies with the terms of the agreement. The terms of the agreement must be accepted before the user is billed for the mobile product/service. Unsolicited If content provider desires to send promotional material to an ATT-62 Messages AT&T subscriber via sms, the subscriber must consent to receive (SPAM) such promotional materials before any messaging is sent. No promotional messages of any kind may be sent to a ATT-63 subscriber after the subscriber has opted out of services. Unauthorized Content Providers will not engage in the submission or inclusion ATT-64 Charges of unauthorized charges, including charges that resulted from (CRAM) misleading or deceptive representations for products or services on AT&T subscriber wireless bills. AT&T has a zero tolerance for content providers found to be in ATT-65 violation of this policy and will automatically remove violators from the network, at AT&T’s sole discretion. Chat and Social Additional advertising requirements apply specifically for chat ATT-66 Networks services. Policy for AT&T Advertising for chat programs must not imply unapproved ATT-67 content. For operator-assisted chat, appropriate disclosure must be made ATT-68 in the advertising and terms and conditions of the program. o Example disclosure wording: This service employs operators who are paid to participate in chat. All social networking and chat applications or games, which allow ATT-69 communication between users, will be responsible for all of the safety tools below. AT&T shall provide all best efforts to ensure that content providers are adhering to the following safety guidelines by conducting ongoing audits of social networking and chat applications or games. All social networking and chat applications or games are required ATT-70 to have the following: An age acknowledgement tool at registration that successfully ATT-71 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 158 of 165 © 2011 Mobile Marketing Association
  • 159. determines if the user’s age is appropriate, and blocks access if he or she does not meet the set age requirement o A minimum age of 13 is required for all non- romance themed games and applications o A minimum age of 18 is required for all romance and dating themed games and applications A ‘Report Abuse’ function must be made easily accessible to the ATT-72 user with clear action provisions outlining how complaints will be responded to Chat Programs Chat programs must be clearly identified by including the word ATT-73 “Chat” in the program description and overviews. Chat programs must be offered at one of the following price ATT-74 points:  Unlimited chat at a defined price point  Limited chat for a specified amount per month with no overages Chat programs with “per-use purchases” are not allowed. ATT-75 Mobile Quiz Pricing for mobile quiz subscription services must be clearly ATT-76 Programs disclosed to the customer on both the web and mobile based phone number submit, PIN submit and introduction pages. Pricing on phone number and PIN submit pages must the same ATT-77 font size as the submit fields. Pricing must be immediately adjacent to the phone number and ATT-78 PIN number submit fields. Subscription Additional advertising requirements apply specifically for ATT-79 Services subscription services. Advertising Policy for AT&T  Promotional material for subscription services must clearly ATT-80 indicate that the service is subscription based. These words must be prominent and highly visible to readers. o Must be as prominent as promotional font and must be in close proximity to promo details. o Subscription services terms of use (i.e. whole cost pricing, opt-out) information must be clearly visible. o Advertisements promoting “FREE” content will receive special attention to ensure subscribers fully understand terms and conditions of service and must adhere to AT&T’s general advertising policy.  Terms of subscription (Price, duration, opt-out process, etc.) ATT-81 must be listed FIRST in T&Cs section online as well as any other printed material. Price and frequency of subscription must not be buried in T&Cs.  Opt-out information must be clearly displayed in all ATT-82 advertising and promotion material. Where stop instructions are displayed, the information provided must advertise a generic STOP command, and additionally service specific stop commands – for example “stop polytones” may also be advertised. Program Campaigns are approved and provisioned based on specific ATT-83 Change parameters that were presented to the aggregator and AT&T. If Approvals the content provider wishes to run additional programs on a given short code, then each additional program will require Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 159 of 165 © 2011 Mobile Marketing Association
  • 160. approval from AT&T. All notifications to AT&T must be provided 10 business days notice prior to change rollout in order for AT&T to properly approve the change request. The following changes require aggregators to submit a request to ATT-84 AT&T: Campaign name or content provider brand changes ATT-85 Campaign products line up changes (i.e. additional alert ATT-86 programs instituted other than those provisioned) New and / or alternative hosts begin offering campaign (i.e. ATT-87 launch of new website offering similar and / or dissimilar products and services on existing campaign or short code. Customer care information changes ATT-88 Early termination of campaign ATT-89 Program changes affecting consumers rights to privacy ATT-90 The aggregator is required to summarize the changes and ATT-91 update any changes in the provisioning tool. The campaign cannot implement the requested change until approval is granted. Inappropriate The use of inappropriate content in SMS campaigns is strictly ATT-92 Content prohibited. Below describes AT&T’s position on inappropriate content. Campaigns that offer inappropriate content may be terminated. AT&T Reserves the right to classify any material as inappropriate. Wireless Content Guidelines Classification Criteria ATT-93 Mobile content will be classified as Restricted Carrier Content or Generally Accessible Carrier Content based on existing criteria used to rate movies, television shows, music and games. Content is generally considered “Restricted” if it contains any of the following restricted content identifiers: Restricted Carrier Content ATT-94  Intense Profanity  Intense violence  Graphic depiction of sexual activity or sexual behaviors > Nudity  Hate speech  Graphic depiction of illegal drug use Any content that has not been classified as “Restricted Carrier Content” will be considered “Generally Accessible Carrier Content” and will be subject to be available to all consumers. Profanity Use of profanity in products that can be exchanged through the ATT-95 use of SMS technology is strictly prohibited. Lyrics, Wallpapers, Song Titles, SMS alerts, and moderated SMS interactive communications containing profanity must be removed. If a particular piece of content is incomplete without using a profane word, it is permissible to offer this product only after the word have been altered to be less profane (i.e. Sh*t) Drug Use Any reference to the abuse of alcohol, drugs, tobacco or other ATT-96 controlled substances is strictly prohibited. This includes verbal and nonverbal actions in which a person could conclude that promotion of drug use is intended. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 160 of 165 © 2011 Mobile Marketing Association
  • 161. Sexual Conduct Content of adult nature is not allowed. Adult nature includes ATT-97 sexual explicit images and textual communications that are sexual graphic. Sexual Explicit Images: ATT-98 - No exposed breast or genitalia either cartoon or real, is permitted to be offered. - No images meant to insight sexual activity may be offered. This includes images depicting any sexual act. Textual Communications ATT-99 - Any controlled communications between a campaign and subscriber must not contain content that could be considered sexually explicit. Content directed at encouraging sexual acts or to excite a subscriber in a sexual way is not allowed through SMS premium services. All current AT&T naming conventions and product descriptions ATT-100 AT&T Naming can be referenced at the following link: Conventions http://developer.att.com/developer/index.jsp?page= and Product goToMarketDetail&id=6.3_v1_5200118 Descriptions (DCBO) ALL transactions are now required to be DCBO compliant. ATT-101 To ensure compliancy for DCBO: ATT-102  Description field should no longer include Short Code/Campaign ID/Merchant Name  Price points are not to be contained in description field  Description field provides clear, concise, customer- friendly descriptions for Off-Portal Mobile Purchases & Downloads transactions  Product descriptions should not duplicate a merchant name  Product Descriptions should not be acronyms that are not immediately recognizable (i.e. as BET or MTV would be)  Merchant names should be listed with the merchant’s URL whenever possible (i.e. magmic.com) DCBO is a vital effort to help give customers a better ATT-103 understanding of what they purchased by providing more accurate details about the services they purchased on their bills. This effort will go along way to help avoid refunds and also aid AT&T customer service in identifying third party services. See ATT-EG-01 at end of Provisioning Section ATT-104 As a reminder, here is an example of the proper DCBO format for ATT-105 item purchases AND subscription services: AT&T does not allow unique short codes to be live under two ATT-106 different binds or connected partners. For each Aggregator, AT&T will enable an option that requires ATT-107 each Aggregator to submit valid values for Merchant Name, Short Code and Campaign ID for every purchase. These fields will be required for purchases submitted via the Purchase Web Service (API) and those submitted via Buy Link. – See ATT-EG- Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 161 of 165 © 2011 Mobile Marketing Association
  • 162. 02 below AT&T-EG-01 CONTENT_ PRODUCT_ MERCHANT_ PERIODICI PRICE SHORT_ CAMPAIGN_ID PROVIDER_ DESCRIPTION NAME TY CODE NAME (aggregator Baseball Tone Mobisports.com onetime 0.99 12345 98765 name) (aggregator Weather Alerts Jims Monthly 9.99 98765 12345 name) weather.com ATT-EG-02 Field Name Data Type Num. Chars. Num. Chars. Description Default Sample Allowed by Displayed on Value Value Qpass Bill merchantName ASCII String, 50 chars First 20 chars The merchant name None BET TV QMERCHANTNAME cannot be presented during advice- blank of-charge, in purchase history and on the AT&T customer bill. short code Positive 16 digits First 6 digits The SMS short code for None 12345 QSHORTCODE Integer, the product being cannot be purchased. blank campaignid Positive 16 digits First 5 digits The AT&T assigned None 1234 QCAMPAIGNID Integer, campaign ID for the cannot be product being blank purchased. AT&T Certification & Audits Section Standard MMA Id Frequency The AT&T Audit and Monitoring team periodically will perform audits ATT-AU-01 on SMS/MMS/WAP campaigns. Unless information is required for audit of the campaign, the audited companies will not be informed that an audit is taking place. A summarized report of all audit results will be communicated. ATT-AU-02 Aggregators will receive a detailed feedback form for all failed audits, which requires an immediate response. Audit Process AT&T has an independent division responsible for proactively ATT-AU-03 monitoring existing campaign content, applications, billing and advertising techniques to ensure that campaigns are in compliance with both the Mobile Marketing Association’s Consumer Best Practices and the AT&T Customer Experience Policy. Campaigns are critiqued and feedback is provided to aggregators to better the customer experience. Periodically, AT&T will request campaign specifics from the campaign ATT-AU-04 aggregator. A two-day turnaround has been allotted for this information request to be filled out and returned to AT&T in entirety. Completed data requests are used by the AT&T Audit and Monitoring Team to execute audits. Audits will be conducted at the campaign level. The script associated ATT-AU-05 Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 162 of 165 © 2011 Mobile Marketing Association
  • 163. with the audit will test the majority of functionality offered by a campaign. For more information see the ‘Audit Script Overview’ section. AT&T will provide the feedback on the audited campaign to the ATT-AU-06 aggregator. AT&T expects changes to be made in response to the feedback. If, changes are not made and AT&T end customer is at risk, the campaign will be terminated after the allotted change request deadline. Aggregators and/or Content Providers are encouraged to follow up on feedback items if they feel strongly opposed to the change request. Content Provider questions specific to items on the feedback must be sent through the campaign’s Aggregator to AT&T. After the AT&T and Aggregator proposed change deadline, a follow up ATT-AU-07 validation audit will be executed. The Audit and Monitoring Team will assess each element on the initial feedback report as well as perform another audit. If the campaign is compliant then no further action is required. Any new items will be addressed in the next scheduled audit. If the ATT-AU-08 campaign still does not meet AT&T’s requirements, AT&T will work with the Aggregator to resolve all outstanding issues. If necessary, AT&T may choose to terminate the service. Audit Triggers The AT&T Audit and Monitoring Team will execute audits periodically. ATT-AU-09 Some campaigns and Content Providers will be audited more frequently based on their previous performance. Examples of audit triggers are:  New SMS/MMS/WAP campaigns offered to AT&T subscribers.  Internal requests for audits, such as those resulting from inquiries about a Content Provider’s performance. Complaints related to negative customer experience and/or product appropriateness. Audit Script Existing campaign content, applications, billing and advertising ATT-AU-10 Overview methods will be audited with a repeatable script to ensure that campaigns are in compliance with both the MMA’s Consumer Best Practices and AT&T’s Customer Experience Policy. Campaigns will be reviewed and feedback will be provided to the Aggregator to better the customer experience. The script provides a consistent method to review Campaigns. Each ATT-AU-11 functional area has a list of requirements derived from the MMA’s Consumer Best Practice Guidelines and AT&T’s Customer Experience Policy, which must be met. If a campaign does not meet a requirement, then it will fail the audit and be handled as an Escalation. The script focuses on the following functional areas: ATT-AU-12  Website Functionality: The script will analyze the Content Provider's website for functionality that is available to the AT&T customer.  Messaging: The script will audit a sampling of the messaging content to make sure it follows all guidelines.  Advertising: The script will analyze the advertised content that a Content Provider uses to acquire AT&T customers.  Billing: The script will analyze the billing detail and presentation as well as terms and condition context.  Products Offered: Details pertaining to the type of content that is being offered are gathered in this section. Auditing Each functional area is reviewed independently. Audits will receive an ATT-AU-13 Pass/Fail overall Pass/Fail grade. All violations/failures will be handled as Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 163 of 165 © 2011 Mobile Marketing Association
  • 164. Escalations and require resolution. See Audit Issues section. Content The resolution of failed audits must be communicated the AT&T Audit ATT-AU-14 Provider and Monitoring Team. Responsiveness Audit Issues The following items are considered a risk to the SMS industry and ATT-AU-15 AT&T’s subscriber base. If they are found in a campaign, the campaign may be terminated at AT&T’s discretion. High Priority Issues that may result in campaign termination include, ATT-AU-16 but not limited to:  Unsolicited messages sent to AT&T subscribers  Failure to comply with Double Opt in procedures and/or bare minimum message requirements  Opt Out procedures that do not work properly  Campaign pricing that is a violation of AT&T’s Customer Experience Policy (i.e. subscription that charges AT&T subscribers weekly)  An intent to deceive AT&T subscribers  Advertising that is intentionally deceptive  Failure to respond to Escalations within the prescribed timeline.  Inappropriate content (i.e. Chat content, Images, Text)  Inappropriate and/or inaccurate billing  Failure to comply with parental controls and/or age validation when warranted  Did not receive product/service  Use of the word “free” or similar language  Florida AG Criteria AT&T reserves the right to classify any unresolved issue as a high priority item. AT&T Branding AT&T restricts the use of its registered trademarks and branding. All ATT-AU-17 aggregators and content providers that offer services to AT&T customers are to reference available services on their sites and promotional entities as: “AT&T” in plain text. “AT&T” can be presented as such, but no use of logos and or AT&T trademarks are to be used for off-portal services. Off-Portal promotions should clearly state that the product/service is ATT-AU-18 being offered by the promoting Content Provider. No reference should imply that AT&T is the provider of the product/service. Content Providers may only state that the product/service can be purchased by AT&T subscribers. Certification ATT-AU-19 AT&T will waive certification requirements for Fortune 500 companies at AT&T’s sole discretion. The AT&T SMS Campaign Certification process is in place to certify ATT-AU-20 campaign compliancy and functionality prior to launching the service into a production environment. Aggregators will not promote traffic to new campaigns until ATT-AU-21 notification is received from the AT&T Certification Team that the campaign is certified and ready for customer use. Failure to comply could result in de-provisioning or other penalties. Provider submitted Free To End User Short Codes cannot be used at the same time for Standard Rate and/or Premium campaigns. After a campaign is added to the Network, and tables are updated by ATT-AU-22 Billing, the Certification Team will send a notice to the Aggregator Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 164 of 165 © 2011 Mobile Marketing Association
  • 165. letting them know that the campaign is in “Program Ready for Approval” status. The Certification Team will not begin testing at this point. Instead, it is expected that the Aggregator and Content Provider will conduct internal testing of the campaign, and will let the Certification Team know when the campaign is ready for Certification testing. After the Aggregator receives a notice that the campaign is available, ATT-AU-23 it will have 40 days to inform the AT&T Certification Team via email that the campaign is ready for Certification. If no response is received within 40 days, then the campaign will be changed to ”Completed” status. Once the Certification Team receives notification that a campaign is ATT-AU-24 ready for testing, a Certification test will be conducted that is identical to a regular audit. The campaign must meet all criteria in order to pass the Certification ATT-AU-25 test. If a campaign receives a passing score, the Certification Team will ATT-AU-26 notify the Aggregator via email following the test. At this point, the campaign will be considered certified and ready for consumer use. If a campaign receives a failing score, the Certification Team will ATT-AU-27 notify the Aggregator via email following the test. The email will include detailed instructions on what needs to be fixed to obtain a passing score. After the Certification Team sends a failure notification, the ATT-AU-28 Aggregator must fix the problems and notify the Certification Team via email that the problems have been fixed. Notification must be received from the Aggregator by Day 53 of the Certification window or the campaign will be changed to “Completed” status. If notification is received from the Aggregator by Day 53 of the ATT-AU-29 Certification window, then the Certification Team will re-test the failed campaign. If the campaign passes the re-test, the Certification Team will notify ATT-AU-30 the Aggregator via email following the re-test. At this point, the campaign will be considered certified and ready for consumer use. If the campaign fails the re-test, the Certification Team will notify the ATT-AU-31 Aggregator via email following the re-test, and the campaign will be changed to “Completed” status. Mobile Marketing Association US Consumer Best Practices (v6.0) www.mmaglobal.com Page 165 of 165 © 2011 Mobile Marketing Association